How does awareness evolve when advertising stops? The role of memory

Ashwin Aravindakshan () and Prasad Naik ()

Marketing Letters, 2011, vol. 22, issue 3, 315-326

Keywords: Cessation of advertising; Consumer memory; Ad memorability; Delay differential equation; Kalman filter estimation (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (15)

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DOI: 10.1007/s11002-010-9127-9

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