Partial carryover of advertising

Moshe Givon*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


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
Issue number2
StatePublished - Apr 1993


  • Advertising Carryover
  • Purchase Reinforcement


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