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Assessing ad-spend patterns to predict brand health : a model for advertisers to determine future advertising-budgeting strategies
Mirzaei, Abas; Gray, David; Baumann, Chris; Johnson, … - In: Journal of advertising research 56 (2016) 2, pp. 169-182
Persistent link: https://www.econbiz.de/10011518081
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Will I hit my year-end numbers? : a brand-performance forecasting model ; the case for benchmarking sales and advertising spending
Carter, Robert E. - In: Journal of advertising research 54 (2014) 4, pp. 398-406
Persistent link: https://www.econbiz.de/10010481192
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The power of inertia : conservatism in marketing resource allocation
Corstjens, Marcel; Umblijs, Andris; Wang, Chao - In: Journal of advertising research 51 (2011) 2, pp. 356-372
Persistent link: https://www.econbiz.de/10009267473
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How publicity and advertising spending affect marketing and company performance : print media publicity about durable-goods/services brands has a stronger impact than advertising
Spotts, Harlan E.; Weinberger, Marc G.; Weinberger, … - In: Journal of advertising research 55 (2015) 4, pp. 416-432
Persistent link: https://www.econbiz.de/10011429162