Book review: How Advertising Works
|Year of publication:||
|Authors:||McDonald, Colin ; Broadbent, Simon|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 21.1993, 1, p. 55
MacDonald, Colin, (1999)
Media Scheduling and Carry-over Effects: Is Adstock a Useful TV Planning Tool? Using presumed carry-over effects of past advertising to substitute for fresh advertising simply eats into brand growth. Experience shows that when advertising is working the proper thing to do is to continue advertising.
Ephron, Erwin, (2002)
Marder, Eric, (2000)
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