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Authors:
LODISH LM
ABRAHAM MM
LIVELSBERGER J
LUBETKIN B
RICHARDSON B
STEVENS ME
Citation: Lm. Lodish et al., A SUMMARY OF 55 IN-MARKET EXPERIMENTAL ESTIMATES OF THE LONG-TERM EFFECT OF TV-ADVERTISING, Marketing science, 14(3), 1995, pp. 133-140
Authors:
LODISH LM
ABRAHAM M
KALMENSON S
LIVELSBERGER J
LUBETKIN B
RICHARDSON B
STEVENS ME
Citation: Lm. Lodish et al., HOW TV-ADVERTISING WORKS - A METAANALYSIS OF 389 REAL-WORLD SPLIT CABLE TV-ADVERTISING EXPERIMENTS, Journal of marketing research, 32(2), 1995, pp. 125-139
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