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Generalizations on the effectiveness of pharmaceutical promotional expenditures

Kremer, Sara T. M.; Bijmolt, Tammo H. A.; Leeflang, Peter; … - In: International journal of research in marketing : IJRM ; … 25 (2008) 4, pp. 234-246

Persistent link: https://www.econbiz.de/10003793491

Search engine advertising effectiveness in a multimedia campaign

Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter; … - In: International journal of electronic commerce : IJEC 18 (2013/14) 3, pp. 7-38

Persistent link: https://www.econbiz.de/10010360072

The effects of shared consumption on product life cycles and advertising effectiveness : the case of the motion picture market

Delre, Sebastiano A.; Broekhuizen, Thijs L. J.; … - In: Journal of marketing research : JMR 53 (2016) 4, pp. 608-627

Persistent link: https://www.econbiz.de/10011537822

You don't fool me! : consumer perceptions of digital native advertising and banner advertising

Harms, Bianca; Bijmolt, Tammo H. A.; Hoekstra, Janita … - In: Journal of media business studies 16 (2019) 4, pp. 275-294

Persistent link: https://www.econbiz.de/10012177004

Sponsored influencer vlogs and young viewers : when sponsorship disclosure does not enhance advertising literacy, and parental mediation backfires

Harms, Bianca; Hoekstra, Janita Cornelia; Bijmolt, … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 35-53

Persistent link: https://www.econbiz.de/10013397506

Determinants of consumers' attitudes towards digital advertising : a meta-analytic comparison across time and touchpoints

Lütjens, Henk; Eisenbeiß, Maik; Fiedler, Maximilian; … - In: Journal of business research : JBR 153 (2022), pp. 445-466

Persistent link: https://www.econbiz.de/10013534078

Ad gist : ad communication in a single eye fixation

Pieters, Rik; Wedel, Michel - In: Marketing science : the marketing journal of the … 31 (2012) 1, pp. 59-73

Persistent link: https://www.econbiz.de/10009511628

Analyst earning forecasts and advertising and R&D budgets : role of agency theoretic monitoring and bonding costs

Elsen, Millie; Pieters, Rik; Wedel, Michel - In: Journal of marketing research : JMR 53 (2016) 4, pp. 563-579

Persistent link: https://www.econbiz.de/10011537829

The buffer effect : the role of color when advertising exposures are brief and blurred

Wedel, Michel; Pieters, Rik - In: Marketing science : the marketing journal of the … 34 (2015) 1, pp. 134-143

Persistent link: https://www.econbiz.de/10010497612

Upfront, Mystery, and False Front Advertising : Why Their Effects on Consumer Evaluation Depend on Exposure Duration

Elsen, Millie - 2014

This research compares three strategies that ads can use to convey which product and brand they promote, and it tests how these affect consumer evaluation and the resulting attitudes towards the ad and brand, under exposure durations that range from brief to long. Upfront ads immediately convey...

Persistent link: https://www.econbiz.de/10013051722