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International Journal of Advertising
The Review of Marketing Communications
Volume 20, 2001 - Issue 4
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Book Reviews

Book reviews

(Worldwide Brand Planning Director) &
Pages 541-544 | Published online: 02 Mar 2015

REFERENCES

  • Blair, M.H. & Rabuck, M.J. (1998) ‘Advertising wearin and wearout: ten years later—more empirical evidence and successful practice’, Journal of Advertising Research, 38, October, 7–17.
  • Broadbent, S. & Fry, T. (1995) ‘Adstock modelling for the long term’, Journal of the Market Research Society, 37(4), 385–403.
  • Jones, J.P. (1995) When Ads Work New Proof That Advertising Triggers Sales. New York: Lexington Books.
  • Lodish, L.M., Abraham, M., Kalmansen, S., Livelsberger, J., Lubetkin, B., Richardson, B. & Stevens, M.E. (1995) ‘How TV advertising works: a meta-analysis of 389 real-world split cable TV advertising experiments’, Journal of Marketing Research, 32(2), 125–139.
  • Mela, C.F., Gupta, S. & Lehmann, D.R. (1997) ‘The long-term impact of promotion and advertising on consumer choice’, Journal of Marketing Research, 34, May, 248–261.
  • Rossiter, J.R. & Percy, L. (1997) Advertising Communications and Promotion Management. New York: McGraw-Hill.

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