Similar Search Results

Rubel, Olivier; Naik, Prasad A. - In: Marketing science 36 (2017) 3, pp. 453-467

Persistent link: https://www.econbiz.de/10011695458

How does awareness evolve when advertising stops? : the role of memory

Aravindakshan, Ashwin; Naik, Prasad A. - In: Marketing letters : a journal of research in marketing 22 (2011) 3, pp. 315-326

Persistent link: https://www.econbiz.de/10009305516

Dynamic marketing budgeting for platform firms : theory, evidence, and application

Sridhar, Shrihari; Mantrala, Murali K.; Naik, Prasad A.; … - In: Journal of marketing research : JMR 48 (2011) 6, pp. 929-943

Persistent link: https://www.econbiz.de/10010217417

Discovering how advertising grows sales and builds brands

Bruce, Norris I.; Peters, Kay; Naik, Prasad A. - In: Journal of marketing research : JMR 49 (2012) 6, pp. 793-806

Persistent link: https://www.econbiz.de/10009688816

Metrics unreliability and marketing overspending

Sridhar, Shrihari; Naik, Prasad A.; Kelkar, Ajay - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 761-779

Persistent link: https://www.econbiz.de/10011792398

How Does Awareness Evolve When Advertising Stops? The Role of Memory

Aravindakshan, Ashwin; Naik, Prasad A. - 2014

Extant models posit that awareness declines immediately and gradually after the cessation of advertising, whereas anecdotal evidence from managers suggests awareness stays constant for a while and then decays rapidly. This pattern arises because consumers remember advertisements for a finite...

Persistent link: https://www.econbiz.de/10014039047