Narrow search
Showing 1 - 10 of 70
Cover Image
Is the GRP really dead in a cross-platform ecosystem? : why the gross rating point metric should thrive in today's fragmented media world
Fulgoni, Gian M. - In: Journal of advertising research 55 (2015) 4, pp. 358-361
Persistent link: https://www.econbiz.de/10011429011
Cover Image
Cross-platform advertising : current practices and issues for the future : why the gross rating point metric should thrive in today's fragmented media world
Neijens, Peter; Voorveld, Hilde - In: Journal of advertising research 55 (2015) 4, pp. 362-367
Persistent link: https://www.econbiz.de/10011429015
Cover Image
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
Cover Image
Click-through behavior across devices in paid search advertising : why users favor top paid search ads and are sensitive to ad position change
Lu, Chongyu; Du, Rex Yuxing - In: Journal of advertising research 60 (2020) 4, pp. 394-406
Persistent link: https://www.econbiz.de/10012495757
Cover Image
A neuroscientific method for assessing effectiveness of digital vs. print Ads : using biometric techniques to measure cross-media ad experience and recall
Ciceri, Andrea; Russo, Vincenzo; Songa, Giulia; … - In: Journal of advertising research 60 (2020) 1, pp. 71-86
Persistent link: https://www.econbiz.de/10012293497
Cover Image
Allocating spending on digital-video advertising : a longitudinal analysis across digital and television
Shaikh, Nazrul I.; Hada, Mahima; Shrestha, Niva - In: Journal of advertising research 59 (2019) 1, pp. 14-26
Persistent link: https://www.econbiz.de/10012007132
Cover Image
The branding impact of brand websites: do newsletters and consumer magazines have a moderating role?
Müller, Brigitte; Florès, Laurent; Agrebi, Meriem; … - In: Journal of advertising research 48 (2008) 3, pp. 465-470
Persistent link: https://www.econbiz.de/10003768863
Cover Image
Luck of the draw : creating Chines brand names
Chang, William Li; Lii, Peirchyi - In: Journal of advertising research 48 (2008) 4, pp. 523-530
Persistent link: https://www.econbiz.de/10003797967
Cover Image
The efficacy of brand-execution tactics in TV advertising, brand placements, and Internet advertising
Romaniuk, Jenni - In: Journal of advertising research 49 (2009) 2, pp. 143-150
Persistent link: https://www.econbiz.de/10003860456
Cover Image
How rich-media video technology boosts branding goals : different online advertising formats drive different brand-performance metrics
Spalding, Leah; Cole, Sally; Fayer, Amy - In: Journal of advertising research 49 (2009) 3, pp. 285-292
Persistent link: https://www.econbiz.de/10003900807