Marketing Letters

, Volume 4, Issue 2, pp 165–173 | Cite as

Partial carryover of advertising

  • Moshe Givon


A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all.

Key words

Advertising Carryover Purchase Reinforcement 


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Copyright information

© Kluwer Academic Publishers 1993

Authors and Affiliations

  • Moshe Givon
    • 1
  1. 1.The Leon Recanati Graduate School of Business Administration, Faculty of ManagementTel Aviv UniversityTel AvivIsrael

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