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The branding of television networks : lessons from branding strategies in the US market
Stipp, Horst - In: JMM : the international journal on media management 14 (2012) 2, pp. 107-119
Persistent link: https://www.econbiz.de/10009571075
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The evolution of neuromarketing research : from novelty to mainstream: how neuro research tools improve our knowledge about advertising
Stipp, Horst - In: Journal of advertising research 55 (2015) 2, pp. 120-122
Persistent link: https://www.econbiz.de/10011296271
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Branding strategies in the U.S. market : lessons from research on the branding of TV networks
Stipp, Horst - In: Innovative Markenführung und -implementierung, (pp. 425-444). 2011
Persistent link: https://www.econbiz.de/10009349200
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What 80 years of study means for the future of advertising research
Stipp, Horst - In: Journal of advertising research 56 (2016) 3, pp. 231-234
Persistent link: https://www.econbiz.de/10011595650
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How context can make advertising more effective
Stipp, Horst - In: Journal of advertising research 58 (2018) 2, pp. 138-145
Persistent link: https://www.econbiz.de/10011884960
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Assessing a new advertising effect : measurement of the impact of television commercials on internet search queries
Zigmond, Dan; Stipp, Horst - In: Journal of advertising research 50 (2010) 2, pp. 162-168
Persistent link: https://www.econbiz.de/10003991905
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Wie Web und TV sich ergänzen
Zigmond, Dan; Stipp, Horst - In: Harvard-Business-Manager : das Wissen der Besten 33 (2011) 3, pp. 18-19
Persistent link: https://www.econbiz.de/10008840988
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Optimizing the amount of entertainment in advertising : what's so funny about tracking reactions to humor?
Teixeira, Thales S.; Stipp, Horst - In: Journal of advertising research 53 (2013) 3, pp. 286-296
Persistent link: https://www.econbiz.de/10010199588
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TV drug advertising and proprietary and illicit drug use among teenage boys
Milavsky, J. Ronald; Pekowsky, Berton; Stipp, Horst - In: Public opinion quarterly : journal of the American … 39 (1975/76) 4, pp. 457-481
Persistent link: https://www.econbiz.de/10002487403
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The secret of television’s success : emotional content or rational information? : after fifty years the debate continues
Heath, Robert G.; Stipp, Horst - In: Journal of advertising research 51 (2011), pp. 112-123
Persistent link: https://www.econbiz.de/10009126999