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- catalog abstract "To what extent are the mass media substitutes or complements for one another as modes of communication fornational advertisers? How price-sensitive is aggregate demand by national advertisers for time and space in themajor categories of mass media? While the analysis of intermedia price sensitivity and substitutability is central tounderstanding the contemporary structure and future evolution of the advertising industry, empirical evidence bearingon these questions is in extremely short supply. This paper reports a comprehensive econometric study undertakento extend the stock of existing knowledge in this area.".
- catalog contributor b10574315.
- catalog contributor b10574316.
- catalog contributor b10574317.
- catalog contributor b10574318.
- catalog created "c1997.".
- catalog date "1997".
- catalog date "c1997.".
- catalog dateCopyrighted "c1997.".
- catalog description "Includes bibliographical references (p. 39-43).".
- catalog description "To what extent are the mass media substitutes or complements for one another as modes of communication fornational advertisers? How price-sensitive is aggregate demand by national advertisers for time and space in themajor categories of mass media? While the analysis of intermedia price sensitivity and substitutability is central tounderstanding the contemporary structure and future evolution of the advertising industry, empirical evidence bearingon these questions is in extremely short supply. This paper reports a comprehensive econometric study undertakento extend the stock of existing knowledge in this area.".
- catalog extent "64 p. :".
- catalog isPartOf "Working paper (Harvard University. Graduate School of Business Administration. Division of Research) ; 98-005.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 98-005".
- catalog issued "1997".
- catalog issued "c1997.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Intermedia substitutability in the U.S. national advertising market / Alvin J. Silk, Lisa R. Klein, Ernst R. Berndt.".
- catalog type "text".