Cross-media consumption : insights from Super Bowl advertising
Year of publication: |
2020
|
---|---|
Authors: | Bharadwaj, Neeraj ; Ballings, Michel ; Naik, Prasad A. |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 50.2020, p. 17-31
|
Subject: | Cross-media consumption | Paid and owned media | Super bowl advertising | Unstructured data | Parceling | Dimension reduction regression | Niederlande | Netherlands | Sportveranstaltung | Sport event | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Werbung | Advertising |
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