Keyword: media planning

Found 3 papers in total
Market Madness? The Case of Mad Money
Market Madness? The Case of Mad Money
2012,
We use the popular television show Mad Money , hosted by Jim Cramer, to test theories...
Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure
Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure
2005,
The purpose of this paper is to develop an operational method to detect the most...
Determining the optimal return on investment for an advertising campaign
Determining the optimal return on investment for an advertising campaign
1996,
In this paper we adopt the point of view that advertising is an investment, and...
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