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Partnering for growth in emerging markets : why advertising agencies need to lead, not follow
Craig, C. S. - In: Journal of advertising research 53 (2013) 4, pp. 361-362
Persistent link: https://www.econbiz.de/10010245584
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The risk of omitting warmth or competence information in ads : advertising strategies for hedonic and utilitarian brand types
Peter, Christina; Ponzi, Milan - In: Journal of advertising research 58 (2018) 4, pp. 423-432
Persistent link: https://www.econbiz.de/10011966603
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A new theorem for optimizing the advertising budget
Wright, Malcolm - In: Journal of advertising research 49 (2009) 2, pp. 164-169
Persistent link: https://www.econbiz.de/10003860527
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Generalizations about advertising effectiveness in markets
Tellis, Gerard J. - In: Journal of advertising research 49 (2009) 2, pp. 240-245
Persistent link: https://www.econbiz.de/10003860585
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The effectiveness of combining online and print advertisements : is the whole better than the individual parts?
Wakolbinger, Lea M.; Denk, Michaela; Oberecker, Klaus - In: Journal of advertising research 49 (2009) 3, pp. 360-372
Persistent link: https://www.econbiz.de/10003900861
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Survey-based targeting fine-tunes television media planning : a case for accuracy and cost efficiency
Smith, J. Alexander; Boyle, Brett; Cannon, Hugh M. - In: Journal of advertising research 50 (2010) 4, pp. 428-439
Persistent link: https://www.econbiz.de/10008857202
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The power of reach and frequency in the age of digital advertising : offline and online media demand different metrics
Cheong, Yunjae; De Gregorio, Federico; Kim, Kihan - In: Journal of advertising research 50 (2010) 4, pp. 403-415
Persistent link: https://www.econbiz.de/10008857207
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Creative and interactive media use by agencies : engaging an IMC media palette for implementing advertising campaigns
Sasser, Sheila L.; Koslow, Scott; Riordan, Edward A. - In: Journal of advertising research 47 (2007) 3, pp. 237-256
Persistent link: https://www.econbiz.de/10003610513
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Perils of using OLS to estimate multimedia communications effects
Naik, Prasad A.; Schultz, Don E.; Srinivasan, Shuba - In: Journal of advertising research 47 (2007) 3, pp. 257-269
Persistent link: https://www.econbiz.de/10003610521
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Do measures of media engagement correlate with product purchase likelihood?
Kilger, Max; Romer, Ellen - In: Journal of advertising research 47 (2007) 3, pp. 313-325
Persistent link: https://www.econbiz.de/10003611046