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

Author:

Breuer Ralph,Brettel Malte,Engelen Andreas

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Economics and Econometrics,Business and International Management

Reference49 articles.

1. Amazon (2010). Textbook season best practices. http://www.amazon.com/gp/help/ customer/display.html?nodeId = 200270460. Accessed 10 July 2010.

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3. Bass, F. M., & Leone, R. P. (1983). Temporal aggregation, the data interval bias, and empirical estimation of bimonthly relations from annual data. Management Science, 29(1), 1–11.

4. Berkowitz, D., Allaway, A., & D'Souza, G. (2001a). The impact of differential lag effects on the allocation of advertising budgets across media. Journal of Advertising Research, 41(2), 27–36.

5. Berkowitz, D., Allaway, A., & D'Souza, G. (2001b). Estimating differential lag effects for multiple media across multiple stores. Journal of Advertising, 30(4), 59–65.

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