The paper addresses the question of how liking mediates the advertising effect onto recall both on short and long run, jointly modelling the patterns of recall and liking to ad pressure, by means of the specification of a vector autoregressive model with GRPs acting as exogenous variable.

An analysis of the role of liking on the memorial response to advertising

BRASINI, SERGIO;FREO, MARZIA;IEZZI, ELISA;TASSINARI, GIORGIO
2008

Abstract

The paper addresses the question of how liking mediates the advertising effect onto recall both on short and long run, jointly modelling the patterns of recall and liking to ad pressure, by means of the specification of a vector autoregressive model with GRPs acting as exogenous variable.
Proceedings of "MTISD 2008. Methods, Models and Information Technologies for Decision Support Systems" - Università del Salento, Lecce, 18 - 20 September 2008
16
19
S. Brasini; M. Freo; E. Iezzi; G. Tassinari
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/69797
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