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A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions




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  • 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.
  • Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:241-254_05

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    Cited by:

    1. 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.

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