The advertising carryover effect is a famous and debated effect of business marketing practices. Essentially, carryover theory states that the positive benefits from advertising, especially increased ...

The "placebo effect" is a term used in a number of different disciplines to refer to the way a person's behavior, attitude or feelings can change when they are convinced they've received or ...

The dynamic evolvement of market share of a brand in a frequently purchased product category can be driven by two effects, purchase reinforcement, and advertising carryover. The first depends on the ...

CINCINNATI--(BUSINESS WIRE)--CBS Corporation (NYSE: CBS.A and CBS), Kellogg Company, and Nielsen Catalina Solutions (NCS) announced today the results of a ground-breaking study that challenges a ...

Co-authored by Lily Johns of the University of Michigan In 2023, 61 percent of adults reported taking prescription medications, with more than one-quarter of those respondents taking four or more.

This article focuses on whether banner advertising affects purchasing patterns on the Internet. Using a behavioral database that consists of customer purchases at a Web site along with individual ...

Recent research conducted by Radiocentre and Colourtext has revealed significant shortcomings in the typical short-term attribution models used to assess the impact of radio advertising on performance ...