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Consumer-driven media planning and buying

Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay - In: Journal of marketing communications 24 (2018) 8, pp. 761-778

Persistent link: https://www.econbiz.de/10011976099

Allocation of advertising budget between multiple channels to support sales in multiple markets

Abedi, Vahideh Sadat - In: Journal of the Operational Research Society : OR 68 (2017) 2, pp. 134-146

Persistent link: https://www.econbiz.de/10011625870

Practitioners' view of the role of OOH advertising media in IMC campaigns

Roux, A. T. - In: Management : journal of contemporary management issues 21 (2016) 2, pp. 181-205

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

Persistent link: https://www.econbiz.de/10011644720

Toward a model to enhance synergy of out-of-home advertising media integration strategies

Roux, Amarentia Thérèse; Van der Waldt, De la Rey - In: Journal of promotion management : JPM 22 (2016) 3, pp. 386-402

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Integrated marketing communications : from media channels to digital connectivity

Mulhern, Frank - In: Journal of marketing communications 15 (2009) 2/3, pp. 85-101

Persistent link: https://www.econbiz.de/10003881169

The effectiveness of combining online and print advertisements : is the whole better than the individual parts?

Wakolbinger, Lea M.; Denk, Michaela; Oberecker, Klaus - In: Journal of advertising research 49 (2009) 3, pp. 360-372

Persistent link: https://www.econbiz.de/10003900861

The image as the determinant of the radio advertisement medium - the connection between type of an enterprise and key factors in the decision making process regarding the choice of...

Piotrowska-Pia̜tek, Agnieszka - In: Comparative economic research : Central and Eastern Europe 11 (2008) 4, pp. 127-139

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Advertising strategy for outbound travel services

Kang, Inwon; Cheon, Deokhee; Shin, Matthew M. - In: Service business 5 (2011) 4, pp. 361-380

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Spokescharacters

Folse, Judith Anne Garretson; Netemeyer, Richard G.; … - In: Journal of advertising : official publication of the … 41 (2012) 1, pp. 17-32

Persistent link: https://www.econbiz.de/10009536717

Is beauty in the eye of the beholder? : gender and beauty in the cosmetics sector ; a comparative study of Indonesia and Korea

Kim, Jaeil; Han, WoongHee; Kim, DongTae; Paramita, Widya - In: Marketing intelligence & planning 31 (2013) 2, pp. 127-140

Persistent link: https://www.econbiz.de/10009751817