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The advertising business : operations, creativity, media planning, integrated communications

Jones, John Philip (contributor) - 1999

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional...

Persistent link: https://www.econbiz.de/10012692092

Mixed-media modeling may help optimize campaign recognition and brand interest : how to apply the "mixture-amount modeling" method to cross-platform effectiveness measurement

Aleksandrovs, Leonids; Goos, Peter; Dens, Nathalie; … - In: Journal of advertising research 55 (2015) 4, pp. 443-457

Persistent link: https://www.econbiz.de/10011429184

The advertising business : operations, creativity, media planning, integrated communications

Jones, John Philip (contributor) - 1999 - Online-Ausg.

Persistent link: https://www.econbiz.de/10013207752

Does the context really matter, and for whom? : explaining the effects of program liking for an advertiser funded program

Verhellen, Yann; Pelsmacker, Patrick de; Dens, Nathalie - In: Advertising in new formats and media : current research …, (pp. 291-306). 2016

Persistent link: https://www.econbiz.de/10011473427

How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Engaging consumers through branded entertainment and …, (pp. 189-201). 2015

Persistent link: https://www.econbiz.de/10011389610

How to mix brand placements in television programmes to maximise effectiveness

Dens, Nathalie; Pelsmacker, Patrick de; Goos, Peter; … - In: International journal of market research : JMRS ; the … 58 (2016) 5, pp. 649-670

Persistent link: https://www.econbiz.de/10011625862

Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality

Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485

Persistent link: https://www.econbiz.de/10011567066

Self-brand congruity and brand communication

Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick de - In: Brand management in emerging markets : theories and practice, (pp. 137-153). 2014

Persistent link: https://www.econbiz.de/10010417738

Text or pictures? : effectiveness of verbal information and visual cues in advertisements for new brands versus extensions

Dens, Nathalie; Pelsmacker, Patrick de; Puttemans, Bianca - In: Breaking new ground in theory and practice, (pp. 343-357). 2011

Persistent link: https://www.econbiz.de/10009381004

Consumer response to different advertising appeals for new products : the moderating influence of branding strategy and product category involvement

Dens, Nathalie; Pelsmacker, Patrick de - In: The journal of brand management : an international journal 18 (2010/11) 1, pp. 50-65

Persistent link: https://www.econbiz.de/10008659836