Current studentsExisting staffContact us
 

Is once really enough?: measuring the advertising response function /

Simple item page
dc.contributor.authorTaylor, Jennifer,
dc.contributor.schoolUniversity of South Australia. Ehrenberg-Bass Institute for Marketing Science
dc.contributor.schoolEhrenberg-Bass Institute for Marketing Science
dc.date.issued2010
dc.description237 leaves :
dc.descriptionillustrations (chiefly colour).
dc.descriptionIncludes bibliographical references.
dc.description.abstractMeasuring the advertising response function
dc.description.dissertationThesis (PhD)--University of South Australia, 2010.
dc.identifier.urihttps://hdl.handle.net/11541.2/116006
dc.language.isoen
dc.provenanceCopyright 2010 Jennifer Taylor. This item has been reproduced by the University of South Australia here in good faith. Attempts to contact original copyright owner(s) are ongoing. We would be pleased to hear from copyright owner(s).
dc.subject.lcshAdvertising
dc.subject.lcshCommunication in marketing
dc.subject.lcshConsumer behavior
dc.titleIs once really enough?: measuring the advertising response function /
dc.title.alternativeThis dissertation replicates and extends single-source research to improve our understanding of advertising’s effect on buying behaviour and how to measure this effect. A great deal of research has investigated the effects of advertising, but there has been limited research the affect of frequency of advertising exposure on buying response. An accurate understanding of the advertising response function is important because hundreds of millions of dollars are spent on media planning annually, and the shape and magnitude of the response function informs media scheduling decisions.
dc.typethesis
dcterms.accessRights506 0#$fstar $2Unrestricted online access
ror.fileinfo12146627860001831 13146622390001831 9915951891501831_53111906870001831.pdf
ror.mmsid9915951891501831

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
9915951891501831_53111906870001831.pdf
Size:
27.18 MB
Format:
Adobe Portable Document Format
Description:
Published version
Download

Collections