Advertising Decisions and the Long Run Effects of Advertising uri icon

abstract

  • The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions. 1976 Taylor and Francis Group, LLC.

published proceedings

  • Journal of Advertising

author list (cited authors)

  • Hise, R. T., & Strawser, R. H.

citation count

  • 1

complete list of authors

  • Hise, Richard T||Strawser, Robert H

publication date

  • January 1976