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The media handbook : a complete guide to advertising media selection, planning, research, and buying
Katz, Helen E. - 2003 - 2nd ed
Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...
Persistent link: https://www.econbiz.de/10011479530
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A meta-analysis into multiscreening and advertising effectiveness : direct effects, moderators, and underlying mechanisms
Segijn, Claire M.; Eisend, Martin - In: Journal of advertising 48 (2019) 3, pp. 313-332
Persistent link: https://www.econbiz.de/10012201444
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Effects of celebrity endorsers' attractiveness and expertise on brand recall of transformational and informational products
Langner, Tobias; Eisend, Martin - In: Breaking new ground in theory and practice, (pp. 453-462). 2011
Persistent link: https://www.econbiz.de/10009380990
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How does shifting ad budgets impact trust in advertising media?
Eisend, Martin; Knoll, Silke; Schmidt, Susanne; … - In: Current insights and future trends : [extended versions …, (pp. 353-363). 2012
Persistent link: https://www.econbiz.de/10009748086
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Transnational trust in advertising media
Eisend, Martin; Knoll, Silke - In: Handbook of research on international advertising, (pp. 439-454). 2012
Persistent link: https://www.econbiz.de/10009514365
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Werbeträger : Einführung in die Praxis des Werbeträgereinsatzes
Ruland, Josef (ed.) - 1972 - 3. Aufl.
Persistent link: https://www.econbiz.de/10014421852
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WERBETRAEGER : HANDBUCH FUER D.PRAXIS D. WERBETRAEGEREINSATZES / AUTOREN: H. FISCHER ... HRSG.: JOSEF RULAND
Ruland, Josef (contributor); Fischer, Heinz (contributor) - 1981 - 6. AUFL.
Persistent link: https://www.econbiz.de/10004755517
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Werbeträger : Einführung in die Praxis des Werbeträgereinsatzes
Ruland, Josef (contributor); Fischer, Heinz (contributor) - 1978 - 4. Aufl.
Persistent link: https://www.econbiz.de/10004757067
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Werbeträger : Einführung in die Praxis des Werbeträgereinsatzes
Ruland, Josef (contributor) - 1972 - 3. Aufl.
Persistent link: https://www.econbiz.de/10004614687
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The media handbook : a complete guide to advertising media selection, planning, research, and buying
Katz, Helen E. - 2010 - 4. ed.
Persistent link: https://www.econbiz.de/10003892475