Pattana Thaivanich

affiliation not provided to SSRN

No Address Available

SCHOLARLY PAPERS

3

DOWNLOADS
Rank 33,650

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Top 33,650

in Total Papers Downloads

1,303

CITATIONS

3

Scholarly Papers (3)

1.

Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, for How Long, and Why?

Marketing Science, Vol. 24, No. 3, 2005
Number of pages: 8 Posted: 25 May 2006
University of Southern California - Marshall School of Business, Department of Marketing, University of Minnesota - Twin Cities - Carlson School of Management, University of Southern California - Marketing Department and affiliation not provided to SSRN
Downloads 526 (51,301)
Citation 2

Abstract:

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advertising response, wear-in, wear-out, carry-over effect, long-term effect, ad creative, ad cues

2.

Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising

Journal of Marketing Research, Vol. 37, No. 1, pg. 32, February 2000
Number of pages: 15 Posted: 07 Jun 2006
Gerard J. Tellis, Rajesh K. Chandy and Pattana Thaivanich
University of Southern California - Marshall School of Business, Department of Marketing, University of Minnesota - Twin Cities - Carlson School of Management and affiliation not provided to SSRN
Downloads 509 (53,488)
Citation 14

Abstract:

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Advertising, Television Ads, Effectiveness

3.

What to Say When: Advertising Appeals in Evolving Markets

Journal of Marketing Research, Vol. 38, pp. 399-414, November 2001
Number of pages: 16 Posted: 31 May 2006
University of Southern California - Marketing Department, University of Minnesota - Twin Cities - Carlson School of Management, affiliation not provided to SSRN and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 268 (112,383)
Citation 13

Abstract:

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Advertising messages, evolving markets, consumer behavior