CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY-Reference-Cited by-同舟云学术

CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY

Published:1977-01 Issue:1 Volume:8 Page:336-343
ISSN:0011-7315
Container-title:Decision Sciences
language:en
Short-container-title:Decision Sciences

Author:

Clarke Darral G.,McCann John M.

Publisher

Wiley

Subject

Management of Technology and Innovation,Information Systems and Management,Strategy and Management,General Business, Management and Accounting

Link

http://onlinelibrary.wiley.com/wol1/doi/10.1111/j.1540-5915.1977.tb01088.x/fullpdf

Reference8 articles.

1. [3]Darral G. Clarke, and M. McCann. John "Measuring the Cumulative Effects of Advertising: A Reappraisal ."Proceedings of the American Marketing Association, (1973 ), p.135 .

2. CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION

3. [5]Franklin S. Houston "The Autoregressive Carryover Model: An Alternative to the Current Effects Model ." Paper presented at the Fall Conference of the American Marketing Association, 1975 .

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