When less is more : data and power in advertising experiments
Garrett A. Johnson, Randall A. Lewis, David H. Reiley
| Year of publication: |
January-February 2017
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|---|---|
| Authors: | Johnson, Garrett A. ; Lewis, Randall A. ; Reiley, David H. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 1, p. 43-53
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| Subject: | advertising effectiveness | field experiments | digital advertising | Werbewirkung | Advertising effects | Werbung | Advertising | Feldforschung | Field research | Experiment | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2016.0998 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011645746