ADVERTISING STRATEGY - Advertising half-lives for fmcg brands and markets - How long do your ads' effects last? Single-source data show that they can vary dramatically, and this must affect ad planning.
| Year of publication: |
2002
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|---|---|
| Authors: | Hansen, Flemming ; Hansen, Lotte Yssing |
| Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 37.2002, 6, p. 39-41
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