Abstract

Get full access to this article
View all access options for this article.
References
1.
BROWN G
(1986 ). Modelling advertising awareness . The Statistician , 35 .
2.
HOLLIS N
(1990 ). Separating advertising from promotional effects with econometric modelling . Journal of Advertising Research , 30 , 3 .
3.
MCDONALD C
(1993 ). Point of view – the key is to understand consumer response . Journal of Advertising Research , 33 , 5 .
4.
SYLVESTER A
(1992 ). What works – what doesn't . Admap , 27 , March.
