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