| Author: | Zufryden, F.S. |
| Title: | Predicting trial, repeat, and sales response from alternative media plans |
| Journal: | Journal of Advertising Research
2000 : NOV-DEC, VOL. 40:6, p. 65-72 |
| Index terms: | MARKET RESEARCH PURCHASING TELEVISION ADVERTISING |
| Language: | eng |
| Abstract: | In this study new empirical results were presented from a new approach that relates advertising exposures of specific TV media schedules to sales-related market performance including cumulative sales volume, number of purchases, penetration, and repeat-purchase patterns. |
SCIMA