Naik, Prasad A. <br/><br/>
Estimating the half life of advertisements 
 J6283  1999 

 -  1999 
 - 351-362  V.  10  Issue.   4 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Subjects--Index Terms: </label>Advertising carryover effects;Advertising wearout;Aggregate response models;Duration of advertising effects;Half life of advertisements;Kalman filter estimation;