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Bayesian decision theory in advertising
Green, Paul E. - In: Journal of advertising research 2 (1962) 4, pp. 33-41
Persistent link: https://www.econbiz.de/10002539158
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An update of real-world TV advertising tests
Hu, Ye; Lodish, Leonard M.; Krieger, Abba M.; Hayati, Babak - In: Journal of advertising research 49 (2009) 2, pp. 201-206
Persistent link: https://www.econbiz.de/10003860572
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An analysis of real world TV advertising tests : a 15-year update
Hu, Ye; Lodish, Leonard M.; Krieger, Abba M. - In: Journal of advertising research 47 (2007) 3, pp. 341-353
Persistent link: https://www.econbiz.de/10003611067
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An Update of Real-World TV Advertising Tests
Hu, Ye; Lodish, Leonard M.; Krieger, Abba M.; Hayati, Babak - In: Journal of advertising research 49 (2009) 2, pp. 201-206
Persistent link: https://www.econbiz.de/10008273038
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An Analysis of Real World TV Advertising Tests: A 15-Year Update
Hu, Ye; Lodish, Leonard M.; Krieger, Abba M. - In: Journal of advertising research 47 (2007) 3, pp. 341-353
Persistent link: https://www.econbiz.de/10007874350
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The 1970s - Benefit Bundle Analysis - April 1972, Volume 12, No. 2, pages 31-36 - By finding different product attributes, Green, Wind, and Jain find that relevant consumer appeals...
Green, Paul E.; Wind, Yoram; Jain, Arun K. - In: Journal of advertising research 40 (2000) 6, pp. 32-38
Persistent link: https://www.econbiz.de/10006514306