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Generalizations on the effectiveness of pharmaceutical promotional expenditures
Kremer, Sara T. M.; Bijmolt, Tammo H. A.; Leeflang, Peter; … - In: International journal of research in marketing : IJRM ; … 25 (2008) 4, pp. 234-246
Persistent link: https://www.econbiz.de/10003793491
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Playoff payoff : Super Bowl advertising for movies
Ho, Jason Y. C.; Dhar, Tirtha; Weinberg, Charles B. - In: International journal of research in marketing : IJRM ; … 26 (2009) 3, pp. 168-179
Persistent link: https://www.econbiz.de/10003885165
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A review of the effect of cigarette advertising
Capella, Michael L.; Webster, Cynthia; Kinard, Brian R. - In: International journal of research in marketing : IJRM ; … 28 (2011) 3, pp. 269-279
Persistent link: https://www.econbiz.de/10009376039
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Why the Generalized Bass Model leads to odd optimal advertising policies
Fruchter, Gila E.; Van Den Bulte, Christophe - In: International journal of research in marketing : IJRM ; … 28 (2011) 3, pp. 218-230
Persistent link: https://www.econbiz.de/10009376046
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The truth hurts : how customers may lose from honest advertising
Kopalle, Praveen K.; Lehmann, Donald R. - In: International journal of research in marketing : IJRM ; … 32 (2015) 3, pp. 251-262
Persistent link: https://www.econbiz.de/10011398534
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Optimal targeting of advertisement for new products with multiple consumer segments
Hariharan, Vijay Ganesh; Talukdar, Debabrata; Kwon, … - In: International journal of research in marketing : IJRM ; … 32 (2015) 3, pp. 263-271
Persistent link: https://www.econbiz.de/10011398535
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Crossing the cultural divide through bilingual advertising : the moderating role of brand cultural symbolism
Kubat, Umut; Swaminathan, Vanitha - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 354-362
Persistent link: https://www.econbiz.de/10011428859
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The impact of pre- and post-launch publicity and advertising on new product sales
Burmester, Alexa B.; Becker, Jan U.; Heerde, Harald J. van - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 408-417
Persistent link: https://www.econbiz.de/10011428886
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Billboard and cinema advertising : missed opportunity or spoiled arms?
Frison, Steffi; Dekimpe, Marnik G.; Croux, Christophe; … - In: International journal of research in marketing : IJRM ; … 31 (2014) 4, pp. 425-433
Persistent link: https://www.econbiz.de/10011280164
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Functional and experiential routes to persuasion : an analysis of advertising in emerging versus developed markets
Zarantonello, Lia; Jedidi, Kamel; Schmitt, Bernd - In: International journal of research in marketing : IJRM ; … 30 (2013) 1, pp. 46-56
Persistent link: https://www.econbiz.de/10009732716