Notes

  • 1. Hawkins and Hoch (1992).
  • 2. Wirthwein (2008).
  • 3. Davis (1971).
  • 4. Neslin and Schneider Stone (1996).
  • 5. Davis, Inman and McAslister (1992).
  • 6. Neslin and Shoemaker (1989).

References

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Blattberg, C. R., & Neslin, S. (1989). Sales promotions: The long and short of it. Marketing Letters, 1(1), 81-97.

Bosworth, T. M. (1995). Solution selling: Creating buyers in difficult selling markets. Santa Fe, CA: McGraw-Hill.

Davis, S. J., Inman, J., & McAslister, L. (1992). Promotion has a negative effect on brand evaluations: Or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(1), 143-148.

Davis, S. M. (1971). That’s interesting: Towards a phenomenology of sociology and a sociology phenomenology. Philosophy of Social Science, 1(4), 309-344.

Ebbinghaus, H. (1913). Memory: A contribution to experimental psychology. Teachers College, Educational Reprints No. 3, Columbia University. ALSO: Colin McDonald. (1995). Advertising research and frequency: Maximizing advertising results through effective frequency. NTC Business Books. New York: Columbia University.

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Lesly, P. (1998). The nature of effective communications”. In P. Lesly (Ed.), Lesly’s handbook of public relations and communications (5th ed., pp. 39-58). Chicago: NTC Business Books.

Moriarty, S., & Duncan, T. (1995). Creating and delivering winning advertising and marketing presentations (2nd ed.). Lincolnwood, Chicago: NTC Business Books.

Neslin, S., & Schneider Stone, L. G. (1996). Consumer inventory sensitivity and the postpromotion dip. Marketing Letters, 7(1), 77-94.

Neslin, S., & Shoemaker, R. W. (1989). An alternative explanation for lower repeat rates after promotion purchases. Journal of Marketing Research, 26(2), 205-213.

Perreault Jr., W. D., Cannon, J. P., & Jerome McCarthy, E. (2012). Essentials of marketing: A marketing strategy planning approach (13th ed.). New York: McGraw-Hill/Irwin.

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Tellis, G. J. (1998). Advertising and sales promotion strategy. Reading, MA: Addison-Wesley Educational Publishers, Inc.

Wirthwein, C. (2008). Brand busters: 7 common mistakes marketers make. New York: Paramount Market Publishing Inc.

Zielske, A. H. (1959). The remembering and forgetting of advertising. Journal of Marketing, 23(1), 239-243.

 
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