Measuring marketing success : estimating the effect of social media and TV advertising on brand attention
Year of publication: |
2016
|
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Authors: | Guhl, Daniel ; Winkler von Mohrenfels, Hannah ; Abshagen, Jannina ; Klapper, Daniel |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 38.2016, 1, p. 44-54
|
Subject: | Brand attention | social media | TV advertising | marketing measurement | time series analysis | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Messung | Measurement | Markenimage | Brand image |
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