Pattana Thaivanich

What to Say When: Advertising Appeals in Evolving Markets

Rajesh Chandy, Gerard J. Tellis, Deborah J. MacInnis et al. · Journal of Marketing Research · 2001 · 288 citations

Business, Marketing, Marketing Management +16

What to Say When: Advertising Appeals in Evolving Markets

Deborah J. MacInnis, Rajesh Chandy, Pattana Thaivanich et al. · SSRN Electronic Journal · 2006 · 41 citations · Full text

Business, Marketing, Marketing Management +16

Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, for How Long, and Why?

Gerard J. Tellis, Rajesh Chandy, Deborah J. MacInnis et al. · SSRN Electronic Journal · 2006 · 37 citations · Full text

Business, Business Economics, Marketing +13

Practice Prize Reports

Ashish Sinha, J. Jeffrey Inman, Joonwook Park et al. · Marketing Science · 2005 · 34 citations

Social Sciences, Marketing, Marketing Management +13

Which Ad Works, When, Where, and how Often? Modeling the Effects of Direct Television Advertising

Gerard J. Tellis, Rajesh Chandy, Pattana Thaivanich · Journal of Marketing Research · 2000 · 17 citations

Business, Economics, Marketing +13