search query: @author Naik, P. A. / total: 1
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| Author: | Naik, P. A. |
| Title: | Estimating the half-life of advertisements |
| Journal: | Marketing Letters
1999 : NOV, VOL. 10:4, p. 351-362 |
| Index terms: | Advertising Effectiveness Brands Models |
| Language: | eng |
| Abstract: | The advertisement's effectiveness wears out over time. Eventually, it gets totally ineffective. In this paper, a concept is proposed for measuring the lifetime of advertisement. In addition, the proposed concept, i.e. the half-life of an advertisement, is distinguished from the prevalent notion of the duration of advertising effects. An estimation approach is described with illustration of its use by applying it to the brands of the Dockers and the Levi Strauss and Co. |
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