𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Response or responsibility? The future for charity direct communications

✍ Scribed by Meg Abdy


Publisher
John Wiley and Sons
Year
1997
Tongue
English
Weight
517 KB
Volume
2
Category
Article
ISSN
1465-4520

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## Abstract This paper discusses recent advances in advertising response models and identifies new opportunities for managerially relevant research. First, it establishes that recent research has shifted attention from topics such as duration of advertising effects in mature markets and short‐term