@book{ BA47589784,
 author = "Tellis, Gerard J. and Chandy, Rajesh K. and Thaivanich, Pattana and Marketing Science Institute",
 title = "Decomposing the effects of direct TV advertising : which ad works, when, where, and how often?",
 publisher = "Marketing Science Institute",
 year = "1999",
 series = "Report / Marketing Science Institute",
 number = "no. 99-118",
 URL = "https://ci.nii.ac.jp/ncid/BA47589784"
}
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