Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, for How Long, and Why?
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Gerard J. Tellis | Deborah J. MacInnis | Rajesh K. Chandy | Pattana Thaivanich | G. Tellis | D. MacInnis | Pattana Thaivanich | Rajesh Chandy | D. Macinnis
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