CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION*
- 1 July 1975
- journal article
- Published by Wiley in Decision Sciences
- Vol. 6 (3) , 471-481
- https://doi.org/10.1111/j.1540-5915.1975.tb01036.x
Abstract
No abstract availableKeywords
This publication has 6 references indexed in Scilit:
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- Does Advertising Belong in the Capital Budget?Journal of Marketing, 1966
- Predicting Short-Term Changes in Market Share as a Function of Advertising StrategyJournal of Marketing Research, 1964
- The Demand for Branded Goods as Estimated From Consumer Panel DataThe Review of Economics and Statistics, 1962
- A Model for Predictive Measurements of Advertising EffectivenessJournal of Marketing, 1961