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Author(s)

Robert Blattberg

If advertising by public transportation companies is to be useful, an effective method of advertising evaluation must be available. This paper presents such a method, based on a mathematical modeling approach, and the results of its application to a transit advertising campaign.
Date Published: 1970
Citations: Blattberg, Robert. 1970. A Statistical Evaluation of Transit Promotion. Journal of Marketing Research. (3)293-299.