The impact of contextual television ads on online conversions : an application in the insurance industry
Ivan A. Guitart, Guillaume Hervet
| Year of publication: |
June 2017
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|---|---|
| Authors: | Guitart, Ivan A. ; Hervet, Guillaume |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 34.2017, 2, p. 480-498
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| Subject: | Contextual advertising | Spillover inhibition effect | Television advertising | Advertising effectiveness | Cross-media effects | Werbewirkung | Advertising effects | Fernsehwerbung | Online-Marketing | Internet marketing | Versicherung | Insurance | Fernsehen | Television | Spillover-Effekt | Spillover effect | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2016.10.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011734905