Estimating the Half-life of Advertisements

Marketing Letters

Volumn 10, Issue 4, 1999, Pages 351-362

  Naik, Prasad A ^a  

^a UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Advertising carryover effects; Advertising wearout; Aggregate response models; Duration of advertising effect; Half life of advertisements; Kalman filter estimation

Indexed keywords

EID: 0346347805     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (14)

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