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The power of inertia : conservatism in marketing resource allocation
Corstjens, Marcel; Umblijs, Andris; Wang, Chao - In: Journal of advertising research 51 (2011) 2, pp. 356-372
Persistent link: https://www.econbiz.de/10009267473
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In search of advertising ROI : the impossible dream versus "Bounded rationality"
Metzger, Gale - In: Journal of advertising research 53 (2013) 3, pp. 251-253
Persistent link: https://www.econbiz.de/10010199622
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In the digital world, not everything that can be measured matters : how to distinguish "valuable" from "nice to know" among measures of consumer engagement
Fulgoni, Gian M. - In: Journal of advertising research 56 (2016) 1, pp. 9-13
Persistent link: https://www.econbiz.de/10011486031
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Enriching media data : a special report from the U.S. coalition of innovative media measurement : quality is key requisite for maximizing return on advertising investment
Broussard, Gerard - In: Journal of advertising research 56 (2016) 1, pp. 25-38
Persistent link: https://www.econbiz.de/10011486036
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Assessing ad-spend patterns to predict brand health : a model for advertisers to determine future advertising-budgeting strategies
Mirzaei, Abas; Gray, David; Baumann, Chris; Johnson, … - In: Journal of advertising research 56 (2016) 2, pp. 169-182
Persistent link: https://www.econbiz.de/10011518081
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Predicting return on investment in sport sponsorship : modeling brand exposure, price, and ROI in Formula One automotive competition
Jensen, Jonathan A.; Cobbs, Joe B. - In: Journal of advertising research 54 (2014) 4, pp. 435-447
Persistent link: https://www.econbiz.de/10010481182
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Advertising across platforms : conditions for multimedia campaigns : a method for determining optimal media investment and creative strategies across platforms
Snyder, Jasper; Garcia-Garcia, Manuel - In: Journal of advertising research 56 (2016) 4, pp. 352-367
Persistent link: https://www.econbiz.de/10011628613