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Effects of consumer weight level and advertising appeals on consumer attitude toward food and advertisements

Wei, Yujie; Rickard, Mary Kay; Brown, Cheryl - In: Journal of food products marketing 21 (2015) 4, pp. 426-441

Persistent link: https://www.econbiz.de/10011432274

Music and its multitude of meanings : exploring what makes brand placements in music videos authentic

Burkhalter, Janée N.; Curasi, Carolyn Folkman; … - In: The journal of brand management : an international journal 24 (2017) 2, pp. 140-160

Persistent link: https://www.econbiz.de/10011724563

The impact of advertising, trustworthiness, and valence on the effectiveness of blogs

Lohtia, Ritu; Donthu, Naveen; Guillory, Monica D. - In: International journal of electronic marketing and … 5 (2012/13) 4, pp. 317-339

Persistent link: https://www.econbiz.de/10010394749

What do we know about trade promotions? : contributions, limitations, and further research

Poddar, Amit; Donthu, Naveen - In: Journal of promotion management : JPM 17 (2011) 2, pp. 183-206

Persistent link: https://www.econbiz.de/10009248095

The impact of content and design elements on banner advertising click-through rates

Lohtia, Ritu; Donthu, Naveen; Hershberger, Edmund K. - In: A reader in marketing communications, (pp. 201-213). 2005

Persistent link: https://www.econbiz.de/10003292732

Advertising repetition and placement issues in on-line environments

Yaveroglu, Idil; Donthu, Naveen - In: Journal of advertising : official publication of the … 37 (2008) 2, pp. 31-43

Persistent link: https://www.econbiz.de/10003732314

Benchmarking Advertising Efficiency

Luo, Xueming; Donthu, Naveen - 2016

Advertising accountabiilty demands that advertising efficiency be measured, maximized, and benchmarked. In this paper we demonstrate the application of Data Envelopment Analysis to benchmark advertising efficiency. Data Envelopment Analysis can be used to estimate the relative efficiency of...

Persistent link: https://www.econbiz.de/10014034580