haku: @author Laband, D.N. / yhteensä: 2
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| Tekijä: | Abernethy, A.M. Laband, D.N. |
| Otsikko: | The customer pulling power of different-sized yellow pages advertisements |
| Lehti: | Journal of Advertising Research
2002 : MAY/JUN, VOL. 42:3, p. 66-72 |
| Asiasana: | Advertising Products Service Yellow pages |
| Vapaa asiasana: | Telephone directories USA |
| Kieli: | eng |
| Tiivistelmä: | The paper analyzes a sample of 745 yellow pages test advertisements to empirically estimate the influence of purchases of different sizes of yellow pages advertisements on customer call rates in the marketplace, controlling for different competitive situations, different market sizes, and the different call levels routinely generated by different yellow page headings (e.g., pizza delivery versus roofing services). |
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