How synergy effects of paid and digital owned media influence brand sales : considerations for marketers when balancing media spend
Year of publication: |
March 2018
|
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Authors: | Jayson, Rob ; Block, Martin P. ; Chen, Yingying |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 1, p. 77-89
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Subject: | owned media | Markenführung | Brand management | Digitale Medien | Digital media |
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