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Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising




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  • 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.
  • Handle: RePEc:cup:jadres:v:45:y:2005:i:01:p:60-72_05

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    Cited by:

    1. Karray, Salma & Martín-Herrán, Guiomar & Sigué, Simon-Pierre, 2017. "Cooperative advertising for competing manufacturers: The impact of long-term promotional effects," International Journal of Production Economics, Elsevier, vol. 184(C), pages 21-32.
    2. Chen, Chien-Ming & van Dalen, Jan, 2010. "Measuring dynamic efficiency: Theories and an integrated methodology," European Journal of Operational Research, Elsevier, vol. 203(3), pages 749-760, June.
    3. Martín-Herrán, Guiomar & Sigué, Simon P., 2017. "An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?," Journal of Business Research, Elsevier, vol. 70(C), pages 67-73.
    4. Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
    5. repec:spr:joptap:v:142:y:2009:i:2:d:10.1007_s10957-009-9524-5 is not listed on IDEAS
    6. Aust, Gerhard & Buscher, Udo, 2014. "Cooperative advertising models in supply chain management: A review," European Journal of Operational Research, Elsevier, vol. 234(1), pages 1-14.
    7. repec:eee:joinma:v:26:y:2012:i:3:p:155-166 is not listed on IDEAS

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