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Title:What do Zielske's real data really show about pulsing? / BEBR No. 529
Author(s):Simon, Julian Lincoln, 1932-
Contributor(s):University of Illinois at Urbana-Champaign. College of Commerce and Business Administration
Issue Date:Nov 16 197
Publisher:[Urbana, Ill.] : College of Commerce and Business Administration, University of Illinois at Urbana-Champaign,
Series/Report:Faculty working papers ; no. 529
Description:Includes bibliographical references (p.[22]).
"A spaced advertising schedule is much more dollar-effective than is a massed (pulsed) schedule, according to this re-analysis of the experimental data developed by Pomerance and Zielske. This finding is at variance with the conclusions drawn by previous writers. The raw Pomerance-Zielske data are published here for the first time; until now only idealized representations of the data have been available, which has been the source of confusion and misunderstanding."
Rights Information:In copyright. Digitized with permission of the University of Illinois Board of Trustees. Contact for information.
Copyright Nov 16 1978 Board of Trustees University of Illinois.
Date Available in IDEALS:2011-09-15
Has Version(s):
Identifier in Online Catalog:323708
OCLC Identifier:(OCoLC)ocm05120502

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