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The Effect of Advertising and Display: Assessing the Evidence

The Effect of Advertising and Display: Assessing the Evidence

Paperback

AccountingMarketing

ISBN10: 1441953736
ISBN13: 9781441953735
Publisher: Springer Nature
Published: Nov 5 2010
Pages: 118
Weight: 0.43
Height: 0.28 Width: 6.14 Depth: 9.21
Language: English
Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed.

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