Drifting between counting atoms and telling stories : quantitative and qualitative ambient ooh media planning guidelines for emerging economies
Thérèse Roux
Year of publication: |
2019
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Authors: | Roux, Thérèse |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 32.2019, 1, p. 49-63
|
Subject: | Creative executional requirements | integrated marketing communication | media context | media planning approaches | South Africa | Südafrika | Schwellenländer | Emerging economies | Marketingmanagement | Marketing management | Werbeträger | Advertising media | Mediensektor | Media industries |
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