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 language | English |
---|---|
Pages (from-to) | 165-173 |
Number of pages | 9 |
Journal | Marketing Letters |
Volume | 4 |
Issue number | 2 |
DOIs | |
State | Published - Apr 1993 |
Keywords
- Advertising Carryover
- Purchase Reinforcement