Optimal Data Interval for Estimating Advertising Response

Marketing Science

Volumn 25, Issue 3, 2006, Pages 217-229

  Tellis, Gerard J ^a   Franses, Philip Hans ^b  

^a UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^b ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

Author keywords

Advertising carryover; Duration of ad effects; Interexposure time; Interpurchase time; Optimal data interval

Indexed keywords

EID: 33746013503     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1050.0178     Document Type: Article

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