Testing the effectiveness of advertising strategies for established brands : an empirical investigation into and a technique for measuring the response of established brands' sales to changes in advertising weight and copy using continuous panel records
Managing the advertising function for established brands requires an understanding of the nature of the advertising-sales relationship. Historically, both experimental and non-experimental approaches have been used to investigate this relationship, but the impressive amount of literature in this are...
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University of Warwick
1987
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.383634 |