carryover effects |
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Definition
Two types of effect a current marketing expenditure has on future sales revenue: (1) delayed response effect, caused by the time gap between marketing expense and sales revenue generated, and (2) holdover effect, caused by the new customers who continue to buy. Carryover effect is equal to the difference between 'customer retention rate' and 'customer decay rate.'
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carryover effects is in the Advertising, Marketing, & Sales subject.
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