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How market segmentation guides advertising strategy
Percy, Larry - In: Journal of advertising research 16 (1976) 5, pp. 11-22
Persistent link: https://www.econbiz.de/10002636445
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Cause-related marketing advertising formats on nonprofit websites : does a company's donation-amount offer in nonprofit display ads drive purchase intention?
Ndasi, Wilson; Bolat, Elvira; Roushan, Gelareh - In: Journal of advertising research 61 (2021) 3, pp. 289-302
Persistent link: https://www.econbiz.de/10012656819
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Evaluating the advertising effectiveness of noncelebrity endorsers : advantages of customer vs. employee endorsers and mediating factors of their impact
Gräve, Jan-Frederik; Schnittka, Oliver; Haiduk, Carolin - In: Journal of advertising research 61 (2021) 3, pp. 318-333
Persistent link: https://www.econbiz.de/10012656841
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Advertising and promotional effects on consumer service firm sales : media ad spend and quality matter for driving restaurant sales
Spotts, Harlan E.; Weinberger, Marc G.; Weinberger, … - In: Journal of advertising research 60 (2020) 1, pp. 104-116
Persistent link: https://www.econbiz.de/10012293500
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The accountability crisis in advertising and marketing : self-regulation and deeper metrics are needed to survive the digital age
Stewart, David W. - In: Journal of advertising research 59 (2019) 4, pp. 385-390
Persistent link: https://www.econbiz.de/10012159848
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Media buying controlled by sales territories
Young, Lawrence F. - In: Journal of advertising research 9 (1969) 4, pp. 11-14
Persistent link: https://www.econbiz.de/10003018871
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Use and abuse of cultural elements in multicultural advertising
Burgos, David - In: Journal of advertising research 48 (2008) 2, pp. 177-178
Persistent link: https://www.econbiz.de/10003742647
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Targeting a minority without alienating the majority : advertising to gays and lesbians in mainstream media
Oakenfull, Gillian K.; McCarthy, Michael S.; Greenlee, … - In: Journal of advertising research 48 (2008) 2, pp. 191-198
Persistent link: https://www.econbiz.de/10003742651
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The effectiveness of using a global look in an Asian market
Chang, Chingching - In: Journal of advertising research 48 (2008) 2, pp. 199-214
Persistent link: https://www.econbiz.de/10003742654
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Exploring the audience's role : a decoding model for the 21st century
Kenyon, Alexandra J.; Wood, Emma H.; Parsons, Anthony - In: Journal of advertising research 48 (2008) 2, pp. 276-286
Persistent link: https://www.econbiz.de/10003742680