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How synergy effects of paid and digital owned media influence brand sales : considerations for marketers when balancing media spend
Jayson, Rob; Block, Martin P.; Chen, Yingying - In: Journal of advertising research 58 (2018) 1, pp. 77-89
Persistent link: https://www.econbiz.de/10011875521
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Integrated marketing communications : practice leads theory
Kitchen, Philip J.; Kim, Ilchul; Schultz, Don E. - In: Journal of advertising research 48 (2008) 4, pp. 531-546
Persistent link: https://www.econbiz.de/10003797968
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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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Does traditional advertising theory apply to the digital world? : a replication analysis questions the relevance of the elaboration likelihood model
Kerr, Gayle; Schultz, Don E.; Kitchen, Philip J.; … - In: Journal of advertising research 55 (2015) 4, pp. 390-400
Persistent link: https://www.econbiz.de/10011429030
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Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data - This article proposed and tested the synergistic value of the relational-transact...
Peltier, James; Schibrowsky, John A.; Schultz, Don E. - In: Journal of advertising research 46 (2006) 2, pp. 146-159
Persistent link: https://www.econbiz.de/10007379258
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Understanding the Diffusion of Integrated Marketing Communications
Kim, Ilchul; Han, Dongsub; Schultz, Don E. - In: Journal of advertising research 44 (2004) 1, pp. 31-45
Persistent link: https://www.econbiz.de/10006504447
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The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together
Zahay, Debra; Peltier, James; Schultz, Don E.; Griffin, … - In: Journal of advertising research 44 (2004) 1, pp. 3-18
Persistent link: https://www.econbiz.de/10006504449
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Leveraging Customer Information to Develop Sequential Communication Strategies: A Case Study of Charitable-Giving Behavior - Longitudinal communications move customers through the...
Peltier, James W.; Schibrowsky, John A.; Schultz, Don E. - In: Journal of advertising research 42 (2002) 4, pp. 23-41
Persistent link: https://www.econbiz.de/10006508375
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Interactive Psychographics: Cross-Selling in the Banking Industry - This paper presents the findings from a study designed to investigate the use of "interactive psychographics" to...
Peltier, James W.; Schibrowsky, John A.; Schultz, Don E.; … - In: Journal of advertising research 42 (2002) 2, pp. 7-22
Persistent link: https://www.econbiz.de/10006509470
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A Response to "Theoretical Concept or Management Fashion?" - The authors of this response to the preceding article on IMC by Cornelissen and Lock agree with the concern but disagre...
Schultz, Don E.; Kitchen, Philip J. - In: Journal of advertising research 40 (2000) 5, pp. 17-21
Persistent link: https://www.econbiz.de/10006514509