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The Carry-Over Effect of Advertising

Donald S. Tull
Journal of Marketing
Vol. 29, No. 2 (Apr., 1965), pp. 46-53
DOI: 10.2307/1249262
Stable URL: http://www.jstor.org/stable/1249262
Page Count: 8
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The Carry-Over Effect of Advertising
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Abstract

Most advertisers believe there is a carry-over effect of advertising. What evidence is available, and what does it indicate about the relationships of sales to advertising? The author of this article presents a case study, and examines other evidence bearing on this question. He also constructs models involving repeat purchasing and impression cumulation as underlying reasons for a carry-over effect.

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