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Consumers' response to commercials : when the energy level in the commercial conflicts with the media context

Puccinelli, Nancy M.; Wilcox, Keith; Grewal, Dhruv - In: Journal of marketing 79 (2015) 2, pp. 1-18

Persistent link: https://www.econbiz.de/10010507913

Which products are best suited to mobile advertising? : a field study of mobile display advertising effects on consumer attitudes and intentions

Bart, Yakov; Stephen, Andrew T.; Sárváry, Miklós - In: Journal of marketing research : JMR 51 (2014) 3, pp. 270-285

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Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions

Bart, Yakov - 2014

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes...

Persistent link: https://www.econbiz.de/10013066328