Single source - New analyses

International Journal of Market Research

Volumn 39, Issue 2, 1997, Pages 363-379

  Broadbent, Simon ^a  

^a Brand Consultancy   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 5944227791     PISSN: 14707853     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (15)

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9. JONES, J. P. (1995). We have a breakthrough. Admap, June, pp 33-35.
10. LEONE, R. P. (1995). Generalizing what is known about temporal aggregation and advertising carryover. Marketing Science, 14, 3, pp 141-150.
11. MCDONALD, C. (1970). What is the short-term effect of advertising? Proceedings of the ESOMAR Congress, Barcelona
12. MOSELEY, S. & PARFITT, J. (1987). Measuring advertising effect from single source data. Proceedings of The Market Research Society Conference.
13. REICHEL, W. (1994). Beyond 'effective frequency'. ARF Seminar Proceedings, November 2, pp 89-105.
14. ROBERTS, A. (1996a). What do we know about advertising's short-term effects? Admap, February, pp 42-45.
15. ROBERTS, A. (1996b). How useful are demographics in targeting? European Television Symposium, Prague.