Modeling advertising impact at campaign level : empirical generalizations relative to long-term advertising profit contribution and its antecedents
Philippe Aurier; Anne Broz-Giroux
| Year of publication: |
2014
|
|---|---|
| Authors: | Aurier, Philippe ; Broz-Giroux, Anne |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 25.2014, 2, p. 193-206
|
| Subject: | Advertising campaign | Campaign profitability antecedents | Advertising carry-over | Advertising Adstock | Advertising econometric model | Werbung | Advertising | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Rentabilität | Profitability | Werbewirtschaft | Advertising industry | Werbeplanung | Advertising planning |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010367210