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

  • Ralph Breuer

    ()

  • Malte Brettel
  • Andreas Engelen
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    No abstract is available for this item.

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    File URL: http://hdl.handle.net/10.1007/s11002-011-9136-3
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    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
    Contact details of provider: Web page: http://www.springerlink.com/link.asp?id=100312

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    1. 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.
    2. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
    3. Hausman, Jerry, 2015. "Specification tests in econometrics," Applied Econometrics, Publishing House "SINERGIA PRESS", vol. 38(2), pages 112-134.
    4. 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.
    5. Smith, Michael D & Brynjolfsson, Erik, 2001. "Consumer Decision-Making at an Internet Shopbot: Brand Still Matters," Journal of Industrial Economics, Wiley Blackwell, vol. 49(4), pages 541-58, December.
    6. 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.
    7. 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.
    8. Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages G141-G150.
    9. 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.
    10. 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.
    11. 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.
    12. 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.
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