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Comparing perceptions of marketing communication channels

Danaher, Peter J.; Rossiter, John R. - In: European journal of marketing : EJM 45 (2011) 1/2, pp. 6-42

Persistent link: https://www.econbiz.de/10009007637

Comparing the relative effectiveness of advertising channels : a case study of a multimedia blitz campaign

Danaher, Peter J.; Dagger, Tracey S. - In: Journal of marketing research : JMR 50 (2013) 4, pp. 517-534

Persistent link: https://www.econbiz.de/10009786153

Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment

Danaher, Peter J.; Danaher, Tracey S.; Smith, Michael S.; … - In: Journal of marketing research 57 (2020) 3, pp. 445-467

Persistent link: https://www.econbiz.de/10012214143

Delusion in attribution : caveats in using attribution for multimedia budget allocation

Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685

Persistent link: https://www.econbiz.de/10011957967

Comparing perceptions of marketing communication channels

Danaher, Peter J.; Rossiter, John R. - In: European Journal of Marketing 45 (2011) 1/2, pp. 6-42

Purpose – The purpose of this study is threefold: To compare many old and new media channels in terms of a range of attributes such as perceived intrusiveness, reliability, trustworthiness, convenience, and entertainment value. To compare the perceived relative effectiveness of alternative...

Persistent link: https://www.econbiz.de/10014722704