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Keeps Working and Working and Working … The Long-Term Impact of Advertising Cover

Keeps Working and Working and Working … The Long-Term Impact of Advertising

NIM Marketing Intelligence Review
Volume 7 (2015): Issue 1 (May 2015)
By: Dominique Hanssens  
Open Access
|Apr 2015

References

  1. Hanssens, Dominique. M.; Dekimpe, Marnik. G. (2012): “Short-term and Long-term Effects of Marketing Strategy,” in Handbook of Marketing Strategy, edited by V. Shankar and G. S. Carpenter, Edward-Elgar Publishing.
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  2. Hu, Ye; Lodish, Leonard M.; Krieger, Abba M. (2007): “An Analysis of Real World TV Advertising Tests: A 15-Year Update,” Journal of Advertising Research, Vol. 47 (3), pp. 341 - 53.
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DOI: https://doi.org/10.1515/gfkmir-2015-0006 | Journal eISSN: 2628-166X
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Language: English
Page range: 42 - 47
Published on: Apr 23, 2015
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Advertising Effect,
Long-Term Impact,
Advertising Measurement,
Consumer Response
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2015 Dominique Hanssens, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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