Carryover Effect in Advertising
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MONASH Marketing Dictionary
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Carryover Effect in Advertising
the rate at which the effectiveness of an advertising campaign diminishes with the passing of time; for example, an advertising campaign this month may have a carryover effect of .50 next month.
2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing,
Faculty of Business and Economics
, Monash University; edited by Mr. Don Bradmore.
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