Comparing the relative effectiveness of advertising channels : a case study of a multimedia blitz campaign
Year of publication: |
2013
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Authors: | Danaher, Peter J. ; Dagger, Tracey S. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 50.2013, 4, p. 517-534
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Subject: | advertising elasticity | media synergy | multimedia advertising | Type II Tobit model | optimal media budget allocation | Multimedia | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
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