Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising
Lakshman Krishnamurthi, Jack Y. Narayan, S.S. Onyx Nathanael Nirmal Raj · Journal of Marketing Research · 1986
Lakshman Krishnamurthi, Jack Narayan, S. P. Raj, Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising, Journal of Marketing Research, Vol. 23, No. 4 (Nov., 1986), pp. 337-345