| Authors and Corporations: | |
|---|---|
| In: | Journal of Marketing Research, 8, 1971, 1, p. 78-84 |
| published: |
SAGE Publications
|
| Media Type: | Article, E-Article |
| Physical Description: | 78-84 |
|---|---|
| ISSN: |
0022-2437
1547-7193 |
| DOI: | 10.1177/002224377100800111 |
| published in: | Journal of Marketing Research |
| Language: | English |
| Subjects: | |
| Collection: | SAGE Publications (CrossRef) |
<jats:p> The amount and kind of advertising change during a campaign and the composite Weibull distribution are useful for clarifying advertising effects at any given moment. A number of examples are shown from data obtained from a series of telephone surveys during two sales campaigns for chocolate. </jats:p> |