DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT
DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT
About this item
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Author / Creator
Publisher
Malden, USA: Blackwell Publishing Inc
Journal title
Language
English
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Publication information
Publisher
Malden, USA: Blackwell Publishing Inc
Subjects
More information
Scope and Contents
Contents
We use a controlled field experiment to investigate the dynamic effects of retail advertising. The experimental design overcomes limitations hindering previous investigations of this issue. Our study uncovers dynamic advertising effects that have not been considered in previous literature. We find that current advertising does affect future sales,...
Alternative Titles
Full title
DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT
Authors, Artists and Contributors
Author / Creator
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Primary Identifiers
Record Identifier
TN_cdi_proquest_miscellaneous_37294049
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_miscellaneous_37294049
Other Identifiers
ISSN
0095-2583
E-ISSN
1465-7295
DOI
10.1111/j.1465-7295.2008.00161.x
