A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions
Demetrios VakratsasMcGill University and Athens Laboratory of Business Administration (ALBA)
Zhenfeng MaMcGill University
INTRODUCTION
An appealing feature of media advertising is its ability to produce long-term effects that extend beyond the time of audience exposure (e.g., Clarke, 1976; Dekimpe and Hanssens, 1995, 1999; Mela, Gupta, and Lehmann, 1997; Vakratsas and Ambler, 1999). In the context of integrated marketing communications (IMC) (e.g., Kitchen, Brignell, Li, and Jones, 2004), it is important that long-term effectiveness is monitored for every medium to accurately assess its...