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When does advertising have an impact? A study of tracking data

Authors :
Batra, Rajeev
Lehmann, Donald R.
Burke, Joanne
Pae, Jae
Source :
Journal of Advertising Research. Sept-Oct, 1995, Vol. 35 Issue 5, p19, 14 p.
Publication Year :
1995

Abstract

Recent years have seen great interest, both academic and managerial, in the issue of whether advertising has any appreciable impact on short-term sales and - if it does - the [...]

Subjects

Subjects :
Advertising expenditures -- Research
Advertising -- Evaluation
Advertising copy -- Research
Consumer behavior -- Research
Brand name products -- Advertising -- Research
Advertising, marketing and public relations
Business
Advertising
Research

Details

Language :
English
ISSN :
00218499
Volume :
35
Issue :
5
Database :
Gale General OneFile
Journal :
Journal of Advertising Research
Publication Type :
Periodical
Accession number :
edsgcl.17802907

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