The Lifetime Value of Advertising

This paper outlines the database and methodology used to provide greater depth in modeling the volume effect of advertising and reports the direction of initial findings from this work.

The Lifetime Value Of Advertising

Utilization of Household Behavioral Databases For Modeling of Advertising Effectiveness

Steve Kingsbury President, Promotions Decisions, Inc., United States.

INTRODUCTION

Over the past ten years, modeling of the effect of...

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