Measuring consumer interactivity in response to campaigns coupling mobile and television media
Year of publication: |
2008
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Authors: | Davis, Robert ; Sajtos, Laszlo |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 48.2008, 3, p. 375-391
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Subject: | Interaktive Medien | Interactive media | Fernsehprogramm | Television programme | Mobiltelefon | Mobile phone | Werbewirkung | Advertising effects | Vergleich | Comparison | Neuseeland | New Zealand | USA | United States |
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