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Incorporating long-term effects in determining the effectiveness of different types of online advertising

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  • Ralph Breuer

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  • Malte Brettel
  • Andreas Engelen
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    Abstract

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    File URL: http://hdl.handle.net/10.1007/s11002-011-9136-3
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    Bibliographic Info

    Article provided by Springer in its journal Marketing Letters.

    Volume (Year): 22 (2011)
    Issue (Month): 4 (November)
    Pages: 327-340

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    Handle: RePEc:kap:mktlet:v:22:y:2011:i:4:p:327-340

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    Web page: http://www.springerlink.com/link.asp?id=100312

    Related research

    Keywords: Online advertising effectiveness; Marketing mix; Long-term effect; Time lag; Media selection;

    References

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    1. Zellner, Arnold & Geisel, Martin S, 1970. "Analysis of Distributed Lag Models with Application to Consumption Function Estimation," Econometrica, Econometric Society, vol. 38(6), pages 865-88, November.
    2. Yoo, Boonghee & Mandhachitara, Rujirutana, 2003. "Estimating Advertising Effects on Sales in a Competitive Setting," Journal of Advertising Research, Cambridge University Press, vol. 43(03), pages 310-321, September.
    3. Vakratsas, Demetrios & Ma, Zhenfeng, 2005. "A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions," Journal of Advertising Research, Cambridge University Press, vol. 45(02), pages 241-254, June.
    4. Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages G141-G150.
    5. Michael D. Smith & Erik Brynjolfsson, 2001. "Consumer Decision-making at an Internet Shopbot: Brand Still Matters," NBER Chapters, in: E-commerce, pages 541-558 National Bureau of Economic Research, Inc.
    6. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
    7. Keller, Kevin Lane, 1987. " Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 316-33, December.
    8. J. A. Hausman, 1976. "Specification Tests in Econometrics," Working papers 185, Massachusetts Institute of Technology (MIT), Department of Economics.
    9. Frank M. Bass & Robert P. Leone, 1983. "Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data," Management Science, INFORMS, vol. 29(1), pages 1-11, January.
    10. Dekimpe, M.G. & Hanssens, D., 1995. "The persistence of marketing effects on sales," Open Access publications from Tilburg University urn:nbn:nl:ui:12-358916, Tilburg University.
    11. Simon Latcovich & Howard Smith, 2001. "Pricing, Sunk Costs, and Market Structure Online: Evidence from," Oxford Review of Economic Policy, Oxford University Press, vol. 17(2), pages 217-234, Summer.
    12. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
    13. Herrington, J. Duncan & Dempsey, William A., 2005. "Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising," Journal of Advertising Research, Cambridge University Press, vol. 45(01), pages 60-72, March.
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