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.
S. Brasini, M. Freo, E. Iezzi, G. Tassinari (2008). An analysis of the role of liking on the memorial response to advertising. LECCE : ESE Editoria Scientifica Elettronica.
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.File in questo prodotto:
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