The Effect of Competitive Advertising Interference on Sales for Packaged Goods

Competitive advertising interference can occur when viewers of advertising for a focal brand are also exposed to advertising messages for competing brands within a short period (e.g., one week for television advertising). Although competitive advertising interference has been shown to reduce adverti...

Full description

Saved in:
Bibliographic Details
Main Authors: Bonfrer, Andre, Danaher, Peter J.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2008
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1394
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English

Similar Items