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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

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A longitudinal cross-product analysis of media-budget allocations : how economic and technological disruptions affected media choices across industries

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

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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...

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

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On the dynamics of media markets : Professor Karl Erik Gustafsson in memoriam

Ots, Mart; Weibull, Lennart; Melesko, Stefan - In: Journal of media business studies 16 (2019) 2, pp. 153-161

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Perceptions and practices of media engagement : a global perspective

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Integrated marketing communications : from media channels to digital connectivity

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Decision drivers for outsourcing media buying services

Knuth, Ingo; Krusenstern, Lambert von - In: International journal of marketing : IJM ; formerly Der … 52 (2013) 3/4, pp. 171-183

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Mediaplanung : methodische Grundlagen und praktische Anwendungen

Unger, Fritz (contributor); … - 2007 - 5., aktualisierte und erw. Aufl.

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