Advertising Strategy: Advertising Half-Lives for fmcg Brands and Markets

Lotte Yssing Hansen and Flemming Hansen

This profound paper examines the relationship between advertising and purchasing using a logistic regression model.

Advertising Strategy

Advertising Half-Lives for fmcg Brands and Markets

Professor Flemming Hansen and Lotte Yssing Hansen, Copenhagen Business School (CBS).

Single-source data allow consumer purchases and advertising exposures to be directly linked. This...

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