Measuring the long-term effects of television advertising : Nielsen-CBS study uses single-source data to reassess the "two-times" multiplier
Year of publication: |
2015
|
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Authors: | Wood, Leslie ; Poltrack, David |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 2, p. 123-131
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Subject: | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Längsschnittanalyse | Longitudinal analysis | Kaufentscheidung | Purchase decision |
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