Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
Year of publication: |
2012-04
|
---|---|
Authors: | Renault, Régis ; Liaukonyte, Jura ; Ciliberto, Federico ; Anderson, Simon |
Institutions: | Université Paris-Dauphine (Paris IX) |
Subject: | Comparative advertising | advertising targets | diversion ratios | attack matrix | push and pull effects | analgesics |
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