ESTIMATING THE IMPACT OF ADVERTISING MEDIA PLANS - MEDIA EXECUTIVES DESCRIBE WEIGHTING AND TIMING FACTORS

被引：12

作者：

LANCASTER, KM ^{[1
]}

KRESHEL, PJ ^{[1
]}

HARRIS, JR ^{[1
]}

机构：

[1] UNIV GEORGIA,ADVERTISING,ATHENS,GA 30602

来源：

关键词：

D O I：

10.1080/00913367.1986.10673015

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：21 / &

共 40 条

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[2]

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[3]

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[4]

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TEEL, JE .

[6]

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[7]

CHOOK PH, 1983, ARF MODEL EVALUATING

[8]

EHRENBERG AS, 1974, J ADVERTISING RES, V14, P25

[9]

FEDERMAN S, 1970, 16TH ANN C P ADV RES, P20

[10]

GENSCH DH, 1970, J MARKETING RES, V12, P216