A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology.

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...