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Spending advertising money. An introd. to media planning, media buying and the uses of media research

Broadbent, Simon - 1979 - 3. ed

Persistent link: https://www.econbiz.de/10000558872

Advertising media : creative planning in media selection

Brown, Lyndon O.; Lessler, Richard S.; Weilbacher, … - 1957

Persistent link: https://www.econbiz.de/10000674733

The selection of advertising media

Hobson, John Waller - 1968 - 5. ed

Persistent link: https://www.econbiz.de/10000572541

Strategies to exploit the advantages of new targeting technologies : realizing the advertising revenue potential of media audiences

Wildman, Steven S. - In: Management and innovation in the media industry, (pp. 131-150). 2008

Persistent link: https://www.econbiz.de/10003791273

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

Persistent link: https://www.econbiz.de/10011532981

Spending advertising money : an introduction to media planning, media buying and the uses of media research

Broadbent, Simon - 1975 - Completely rev 2. ed.

Persistent link: https://www.econbiz.de/10001948951

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

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

Video-Content auf Youtube-Kanälen von TV-Sendern am Beispiel von ARD, BBC und Deutsche Welle: Wahrnehmung, Nutzung und Wirkung von redaktionellen Video-Inhalten

Pagel, Sven; Jürgens, Alexander - 2010

Diese explorative Studie soll erste Ansätze zur Nutzung von Bewegtbildinhalten in YouTube-Channels identifizieren. Als systematische Grundlage wird der Handlungsprozess beim Video-Abruf aus Wahrnehmung, Nutzung und Wirkung herangezogen. Die Wahrnehmung von Videoinhalten kann auf mehreren Ebenen...

Persistent link: https://www.econbiz.de/10010282651

Advertising media

Jugenheimer, Donald W.; Turk, Peter B. - 1980

Persistent link: https://www.econbiz.de/10000559263