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Research Details

A Statistical Evaluation of Transit Promotion, Journal of Marketing Research

Abstract

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.

Type

Article

Author(s)

Robert Blattberg

Date Published

1970

Citations

Blattberg, Robert. 1970. A Statistical Evaluation of Transit Promotion. Journal of Marketing Research. 7(3): 293-299.

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