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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
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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
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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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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
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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
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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
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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