Incorporating long-term effects in determining the effectiveness of different types of online advertising
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Volume (Year): 22 (2011)
Issue (Month): 4 (November)
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References listed on IDEAS
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- Michael D. Smith & Erik Brynjolfsson, 2001.
"Consumer Decision-making at an Internet Shopbot: Brand Still Matters,"
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National Bureau of Economic Research, Inc.
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- 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.
- 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, Oxford University Press, vol. 10(2), pages 135-46, September.
- Hausman, Jerry, 2015.
"Specification tests in econometrics,"
Publishing House "SINERGIA PRESS", vol. 38(2), pages 112-134.
- 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.
- Keller, Kevin Lane, 1987. " Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 316-33, December.
- Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages G141-G150.
- 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.
- 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.
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