Cross-media advertising in times of changing media environments and media consumption patterns
Year of publication: |
2022
|
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Authors: | Diehl, Sandra ; Koinig, Isabell ; Scheiber, Rebecca |
Published in: |
Media and change management : creating a path for new content formats, business models, consumer roles, and business responsibility. - Cham : Springer, ISBN 978-3-030-86679-2. - 2022, p. 189-209
|
Subject: | Cross-media advertising | Media multitasking | Media synergy | Cross-media advertising effectiveness | Cross-media channels | Werbung | Advertising | Mediamix-Strategie | Media mix | Kommunikationsmedien | Communication media | Werbeträger | Advertising media | Werbewirkung | Advertising effects | Mediensektor | Media industries | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Mediennutzung | Media usage | Synergie | Synergy |
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