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Partial carryover of advertising
Authors:Moshe Givon
Institution:(1) The Leon Recanati Graduate School of Business Administration, Faculty of Management, Tel Aviv University, 69978 Tel Aviv, Israel
Abstract:A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all.
Keywords:Advertising Carryover  Purchase Reinforcement
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