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Research papers

The lifetime value of advertising

This paper outlines the database and methodology used to provide greaterdepth in modeling the volume effect of advertising and reports the direction of initial findings from this work. The efforts are focused onquantifying the long-term effects of...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Steve Kingsbury
November 1, 2000
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Citation

Kingsbury, S. (2000a, November 01). The lifetime value of advertising . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-lifetime-value-of-advertising-