Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness
Year of publication: |
2004
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Authors: | Havlena, William J. ; Graham, Jeffrey |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 44.2004, 4, p. 327-332
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