A comprehensive approach to the study of advertising execution and its effects
Year of publication: |
2023
|
---|---|
Authors: | Bergkvist, Lars ; Langner, Tobias |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 1, p. 227-246
|
Subject: | effect size | Expert interviews | field experiments | realistic stimulus exposure | replication | stimulus sampling |
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