You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Carry-Over Effect of Advertising
Donald S. Tull
Journal of Marketing
Vol. 29, No. 2 (Apr., 1965), pp. 46-53
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249262
Page Count: 8
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
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.
Journal of Marketing © 1965 American Marketing Association