Optimal Data Interval for Estimating Advertising Response
Year of publication: |
2006
|
---|---|
Authors: | Tellis, Gerard J. ; Franses, Philip Hans |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 25.2006, 3, p. 217-229
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | advertising carryover | duration of ad effects | optimal data interval | interpurchase time | interexposure time |
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