Dynamic asymmetric effects of cross-media exposures over the purchase cycle : in China, tv ads benefit from prior online exposure, but not vice-versa
June Soo Lee, Demetrios Vakratsas
| Year of publication: |
2019
|
|---|---|
| Authors: | Lee, June Soo ; Vakratsas, Demetrios |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 59.2019, 4, p. 455-465
|
| Subject: | Fernsehwerbung | Television advertising | Online-Marketing | Internet marketing | Mediamix-Strategie | Media mix | Kauf | Purchase | China |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2019-001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012159859