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, the effect of a marketing mix variable is assumed to last beyond a single time period (i.e., a
white paper describes the phenomenon: "
reflect a delayed buyer response to
. Carry-over is not fundamentally different from immediate response; it is simply the result of 'letting the dust settle'—a time shift in impact."
American Marketing Association.
Hanssens, Dominique. "What Is Known About the Long-Term Impact of Advertising."
MASB Practitioner Paper.
February 2011. <
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