评估广告累积效应的现场实验干预分析

Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising

Journal of Marketing Research · 1986

被引 16

人大 AFT50UTD24ABS 4*

Lakshman Krishnamurthi
Jack Narayan
S.S. Onyx Nathanael Nirmal Raj

中文导读

通过现场实验的干预分析，评估广告的累积效应，对营销研究人员和广告从业者理解广告长期效果有参考价值。

Abstract

Lakshman Krishnamurthi, Jack Narayan, S. P. Raj, Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising, Journal of Marketing Research, Vol. 23, No. 4 (Nov., 1986), pp. 337-345

广告市场营销现场实验干预分析

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