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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
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Special issue: New advertising formats
Pelsmacker, Patrick de (contributor) - 2012
Persistent link: https://www.econbiz.de/10009508039
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Emotional advertising: revisiting the role of product category
Geuens, Maggie; Pelsmacker, Patrick de; Faseur, Tine - 2010
Persistent link: https://www.econbiz.de/10003977016
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How advertising strategy affects brand and USP recall for new brands and extensions
Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 29 (2010) 2, pp. 165-194
Persistent link: https://www.econbiz.de/10003978072
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Emotional advertising : revisiting the role of product category
Geuens, Maggie; Pelsmacker, Patrick de; Faseur, Tine - In: Journal of business research : JBR 64 (2011) 4, pp. 418-426
Persistent link: https://www.econbiz.de/10008859021
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The impact of message sidedness on adolescents' binge drinking intentions after peer pressure : the moderating role of issue involvement
Cornelis, Erlinde; Cauberghe, Verolien; Pelsmacker, … - In: Current insights and future trends : [extended versions …, (pp. 69-79). 2012
Persistent link: https://www.econbiz.de/10009748175
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Advanced introduction to advertising
Pelsmacker, Patrick de - 2022
Persistent link: https://www.econbiz.de/10013483652