Keeps Working and Working and Working … The Long-Term Impact of Advertising

Hanssens, Dominique. M.; Dekimpe, Marnik. G. (2012): “Short-term and Long-term Effects of Marketing Strategy,” in Handbook of Marketing Strategy, edited by V. Shankar and G. S. Carpenter, Edward-Elgar Publishing. Search in Google Scholar

Hu, Ye; Lodish, Leonard M.; Krieger, Abba M. (2007): “An Analysis of Real World TV Advertising Tests: A 15-Year Update,” Journal of Advertising Research, Vol. 47 (3), pp. 341 - 53. Search in Google Scholar

Lingua:: Inglese

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Keeps Working and Working and Working … The Long-Term Impact of Advertising

Dominique Hanssens

Pubblicato online: 23 apr 2015

Pagine: 42 - 47

DOI: https://doi.org/10.1515/gfkmir-2015-0006

Parole chiaveAdvertising Effect, Long-Term Impact, Advertising Measurement, Consumer Response

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Parole chiave
Advertising Effect, Long-Term Impact, Advertising Measurement, Consumer Response