Assessing when increased media weight helps sales of real-world brands
By: Deborah J. MacInnis, Ambar G. Rao, and Allen M. Weiss
Contributors: Rao, Ambar G.; Weiss, Allen M.
Series: Report -- no. 02-104; Report (Marketing Science Institute) -- no. 02-104
Publisher: Marketing Science Institute
Published: 2002
Place of publication: Cambridge, MA (1000 Massachusetts Avenue, Cambridge 02138)
Language: eng
Number of pages: 44
Copyright date: 2002
Subjects: Advertising; Psychological aspects; Effective frequency; Advertising campaigns
Notes: "Working paper."

"Working paper series."

Includes bibliographical references (p. 37-44).