Perils of using OLS to estimate multimedia communications effects
Year of publication: |
2007
|
---|---|
Authors: | Naik, Prasad A. ; Schultz, Don E. ; Srinivasan, Shuba |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 47.2007, 3, p. 257-269
|
Subject: | Marketingmanagement | Marketing management | Werbeplanung | Advertising planning | Werbewirkung | Advertising effects |
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