Lagged effect of TV advertising on sales of an intermittently advertised product
This study is an empirical evaluation of the dynamic effect of intermittent television ad placements on the sales of a consumer product using three classes of distributed lag models. The study is also geared to analytically determine the duration of advertising effects and the dependability of the f...
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| Format: | text |
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Animo Repository
2008
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/949 https://animorepository.dlsu.edu.ph/context/faculty_research/article/1948/type/native/viewcontent/ber.v18i1.694 |
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| Institution: | De La Salle University |
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