The Carry-over Effect of Advertising
Most advertisers believe there is a carry-over effect of advertising. What evidence is available, and what does it indicate about the relationships of sales to advertising? The author of this article presents a case study, and examines other evidence bearing on this question. He also constructs models involving repeat purchasing and impression cumulation as underlying reasons for a carry-over effect.
2011 ◽
Vol 70
(11)
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pp. 1957-1962
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2008 ◽
Vol 8
(12)
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pp. 1622-1625
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1982 ◽
Vol 25
(2)
◽
pp. 77-98
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Keyword(s):