The Impact of Differential Lag Effects on the Allocation of Advertising Budgets across Media - Results illustrate how managers can use their knowledge of differential lags to adjust their advertising budgets for specific media to obtain more optimal profit results.
| Year of publication: |
2001
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|---|---|
| Authors: | Berkowitz, David ; Allaway, Arthur ; D'Souza, Glies |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 41.2001, 2, p. 27-38
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