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Estimating the half life of advertisements

Naik, Prasad A.

Estimating the half life of advertisements J6283 1999 - 1999 - 351-362 V. 10 Issue. 4

Subjects--Topical Terms:
Marketing

Subjects--Index Terms: Advertising carryover effects;Advertising wearout;Aggregate response models;Duration of advertising effects;Half life of advertisements;Kalman filter estimation;

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