Concave or S-shaped sales response to advertising : does it really matter? ; a mathematical model modifies conventional wisdom about ad budgeting
Paul D. Berger; Bruce D. Weinberg
| Year of publication: |
2014
|
|---|---|
| Authors: | Berger, Paul D. ; Weinberg, Bruce D. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 4, p. 388-392
|
| Subject: | Theorie | Theory | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
| 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/10010481195