May 1, 1991

Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment

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Albert C. Bemmaor, Dominique Mouchoux, Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment, Journal of Marketing Research, Vol. 28, No. 2 (May, 1991), pp. 202-214

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Bemmaor et al. (Wed,) studied this question.

synapsesocial.com/papers/6a19005d3ad7ada797be2a63 https://doi.org/https://doi.org/10.2307/3172808

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