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What to say when: Advertising appeals in evolving markets
Authors: Chandy, RK Tellis, GJ MacInnis, DJ Thaivanich, P
Citation: Rk. Chandy et al., What to say when: Advertising appeals in evolving markets, J MARKET C, 38(4), 2001, pp. 399-414
Which ad works, when, where, and how often? Modeling the effects of directtelevision advertising
Authors: Tellis, GJ Chandy, RK Thaivanich, P
Citation: Gj. Tellis et al., Which ad works, when, where, and how often? Modeling the effects of directtelevision advertising, J MARKET C, 37(1), 2000, pp. 32-46
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