Long-term Advertising Effects and Optimal Budgeting

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Long-term Advertising Effects and Optimal Budgeting

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dc.contributor.author Hansen, Flemming en_US
dc.contributor.author Bech Christensen, Lars en_US
dc.date.accessioned 2009-02-04T10:24:13Z
dc.date.available 2009-02-04T10:24:13Z
dc.date.issued 2004-04-02T00:00:00Z en_US
dc.identifier.uri http://hdl.handle.net/10398/6641
dc.description.abstract Using pure single-source data, this paper provides evidence for the existence and magnitude of long-term advertising effects across FMCG product categories. Furthermore, we focus on the difficulties that arise for wellestablished brands when new products are introduced into the market and product innovations take place. Our research shows that such occurrences drastically alter the relationship between share of voice and share of market in any given FMCG market, hence making it pivotal for marketers to focus on such relationships in order to maintain market position. en_US
dc.format.extent 26 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Research paper;2004-02 en_US
dc.subject.other reklameeffekt en_US
dc.subject.other markedsføringsplaner en_US
dc.subject.other budgetting en_US
dc.title Long-term Advertising Effects and Optimal Budgeting en_US
dc.type wp en_US
dc.accessionstatus modt04apr02 inrumo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Afsætningsøkonomi en_US
dc.contributor.departmentshort en_US
dc.contributor.departmentuk Department of Marketing en_US
dc.contributor.departmentukshort en_US
dc.idnumber x645152624 en_US
dc.publisher.city København en_US
dc.publisher.year 2004 en_US


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