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The media handbook : a complete guide to advertising media selection, planning, research, and buying
Katz, Helen E. - 2003 - 2nd ed
Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to … Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media …
Persistent link: https://www.econbiz.de/10011479530
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Gestaltung und Wirkungen crossmedialer Kommunikation
Boenigk, Michael; Stalder, Ursula; Fries, Tobias; … - In: Werbung für alle Sinne : multimodale …, (pp. 267-287). 2020
Persistent link: https://www.econbiz.de/10012271861
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Cross-media advertising in times of changing media environments and media consumption patterns
Diehl, Sandra; Koinig, Isabell; Scheiber, Rebecca - In: Media and change management : creating a path for new …, (pp. 189-209). 2022
Persistent link: https://www.econbiz.de/10013167353
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Moderating role of brand familiarity in cross-media effects : an information processing perspective
Huang, Guanxiong - In: Journal of promotion management : JPM 22 (2016) 5, pp. 665-683
Persistent link: https://www.econbiz.de/10011631927
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The path to purchase and attribution modeling : introduction to special section
Kannan, P. K.; Reinartz, Werner J.; Verhoef, Peter C. - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 449-456
Persistent link: https://www.econbiz.de/10011596849
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Crossmedialität im Journalismus und in der Unternehmenskommunikation
Otto, Kim (ed.); Köhler, Andreas (ed.) - 2018
Persistent link: https://www.econbiz.de/10011848702
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Dynamic asymmetric effects of cross-media exposures over the purchase cycle : in China, tv ads benefit from prior online exposure, but not vice-versa
Lee, June Soo; Vakratsas, Demetrios - In: Journal of advertising research 59 (2019) 4, pp. 455-465
Persistent link: https://www.econbiz.de/10012159859
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Kongruenz in der Crossmedia-Kommunikation : eine Untersuchung der Determinanten und Wirkungen
Beyer, Christina - 2020
Persistent link: https://www.econbiz.de/10012119121
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When to combine television with online campaigns : cost savings versus extended reach
Goerg, Georg M.; Best, Christoph; Shobowale, Sheethal; … - In: Journal of advertising research 57 (2017) 3, pp. 283-304
Persistent link: https://www.econbiz.de/10011756539