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Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
Danaher, Peter J.; Danaher, Tracey S.; Smith, Michael S.; … - In: Journal of marketing research 57 (2020) 3, pp. 445-467
Persistent link: https://www.econbiz.de/10012214143
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High-energy ad content : a large-scale investigation of TV commercials
Yang, Joonhyuk; Xie, Yingkang; Krishnamurthi, Lakshman; … - In: Journal of marketing research 59 (2022) 4, pp. 840-859
Persistent link: https://www.econbiz.de/10013389215
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Advertising in a multimedia age
Blunden, Brian (contributor); Blunden, Margot (contributor) - 1996
Persistent link: https://www.econbiz.de/10000628139
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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
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Comparing the relative effectiveness of advertising channels : a case study of a multimedia blitz campaign
Danaher, Peter J.; Dagger, Tracey S. - In: Journal of marketing research : JMR 50 (2013) 4, pp. 517-534
Persistent link: https://www.econbiz.de/10009786153
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Advertising in new formats and media : current research and implications for marketers
Pelsmacker, Patrick de (ed.) - 2016 - First edition
This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights … into new advertising formats and how they work. Split into three sections: 'The Changing Advertising Universe …', 'Advertising in a Digital Connected World' and 'Hidden but Paid for: Branded Content' the book provides conceptual overviews …
Persistent link: https://www.econbiz.de/10011444012
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Consumer responses to creative media advertising : a literature review
Eelen, Jiska; Rauwers, Fabiënne; Wottrich, Verena M.; … - In: Advertising in new formats and media : current research …, (pp. 19-46). 2016
Persistent link: https://www.econbiz.de/10011473399
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Second screen advertising : a typology of multiscreening
Segijn, Claire M. - In: Advertising in new formats and media : current research …, (pp. 77-96). 2016
Persistent link: https://www.econbiz.de/10011473402
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Understanding media synergy
Huang, Guanxiong; Li, Hairong - In: Advertising in new formats and media : current research …, (pp. 97-113). 2016
Persistent link: https://www.econbiz.de/10011473404
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The complexity of multi-media effects
Kolsarici, Ceren; Vakratsas, Demetrios - In: MSI reports : working paper series (2011) 1, pp. 3-41
Persistent link: https://www.econbiz.de/10009383326