Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, for How Long, and Why?
Gerard J. Tellis, Rajesh K. Chandy, Deborah MacInnis and Pattana ThaivanichVolume:
24
Language:
english
Journal:
Marketing Science
DOI:
10.2307/40056967
Date:
January, 2005
File:
PDF, 1.92 MB
english, 2005