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| Tekijä: | Vakratsas, D. Ma, Z. |
| Otsikko: | A look at the long-run effectiveness of multimedia advertising and its implications for budget allocation decisions |
| Lehti: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 241-254 |
| Asiasana: | advertising budget allocation |
| Kieli: | eng |
| Tiivistelmä: | This study explores the long-term effectiveness of multimedia advertising for competing brands and its implications for budget allocation decisions using multivariate persistence methodology. Findings show that advertising effectiveness differed extensively between brands and among media categories for each brand suggesting that the budget allocation decision is critical for long-term sales performance. |
SCIMA