Partial carryover of advertising

Research output: Contribution to journalArticlepeer-review

Abstract

A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all.

Original languageEnglish
Pages (from-to)165-173
Number of pages9
JournalMarketing Letters
Volume4
Issue number2
DOIs
StatePublished - Apr 1993

Keywords

  • Advertising Carryover
  • Purchase Reinforcement

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