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| Author: | Givon, M. |
| Title: | Partial carryover of advertising |
| Journal: | Marketing Letters
1993 : APR, VOL. 4:2, p. 165-173 |
| Index terms: | ADVERTISING PURCHASING PRODUCTS |
| Language: | eng |
| 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. The dynamic effects of advertising and purchase feedback on sales and market share are among the most researched phenomena in marketing. |
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