The objective of this study is to examine the impacts of alternative measures of advertising exposure on the evaluation of advertising effectiveness. This study used quarterly data of post-buy actual GRPs and corresponding advertising expenditures for the New York City fluid milk market. First, the
An alternative measure of discharge effectiveness
โ Scribed by Martin W. Doyle; Catherine A. Shields
- Publisher
- John Wiley and Sons
- Year
- 2008
- Tongue
- English
- Weight
- 454 KB
- Volume
- 33
- Category
- Article
- ISSN
- 0360-1269
- DOI
- 10.1002/esp.1543
No coin nor oath required. For personal study only.
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