search query: @indexterm time series / total: 413
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| Author: | Gonten, M. F. von Donius, J. F. |
| Title: | Advertising exposure and advertising effects: New panel-based findings |
| Journal: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 51-60 |
| Index terms: | EFFECTIVENESS TIME SERIES MODELS |
| Language: | eng |
| Abstract: | This article describes a propriety modeling process which is used to isolate advertising effects of a short-term nature and to document long-term effects. Some of the findings are congruent with J. P. Jones' findings , like the clear-cut ad effects in the week of exposure. This article's model makes use of standard household panel data rather than the single-source data, and provides a concrete mechanism for examining long-term effects described as "internal momentum". |
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