%A Tellis, Gerard J.
%A Chandy, Rajesh K.
%A Thaivanich, Pattana
%A Marketing Science Institute
%T Decomposing the effects of direct TV advertising : which ad works, when, where, and how often?
%I Marketing Science Institute
%D 1999
%S Report / Marketing Science Institute
%V no. 99-118
%U https://ci.nii.ac.jp/ncid/BA47589784
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