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Survey-based targeting fine-tunes television media planning : a case for accuracy and cost efficiency
Smith, J. Alexander; Boyle, Brett; Cannon, Hugh M. - In: Journal of advertising research 50 (2010) 4, pp. 428-439
Persistent link: https://www.econbiz.de/10008857202
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Advertising agencies : the most calcified part of the process
Nyren, Chuck - In: The silver market phenomenon : marketing and innovation …, (pp. 249-262). 2011
Persistent link: https://www.econbiz.de/10008746321
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Advertising agencies : the most calcified part of the process
Nyren, Chuck - In: The silver market phenomenon : business opportunities …, (pp. 279-291). 2008
Persistent link: https://www.econbiz.de/10003749499
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The case for audience isolation : language and culture as predictors of advertiser investment
Coffey, Amy Jo - In: JMM : the international journal on media management 10 (2008) 2, pp. 81-90
Persistent link: https://www.econbiz.de/10003720725
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Testimonial advertising in the American marketplace : emulation, identity, community
Schweitzer, Marlis (contributor);  … - 2009
Persistent link: https://www.econbiz.de/10003846393
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Effective luxury-brand advertising : the ES-IF matching (entity-symbolic versus incremental-functional) model
Kwon, JaeHwan; Seo, Yuri; Ko, Dongwoo - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 459-471
Persistent link: https://www.econbiz.de/10011633860
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The power of reach and frequency in the age of digital advertising : offline and online media demand different metrics
Cheong, Yunjae; De Gregorio, Federico; Kim, Kihan - In: Journal of advertising research 50 (2010) 4, pp. 403-415
Persistent link: https://www.econbiz.de/10008857207
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The response surface process for optimal allocation of media budgets
Malthouse, Edward C.; Schultz, Don E. - In: Breaking new ground in theory and practice, (pp. 395-406). 2011
Persistent link: https://www.econbiz.de/10009380997
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Optimal advertisement planning on online news media
Gupta, Anshu; Manik, Prerna; Aggarwal, Sugandha; Jha, P. C. - 2011
Persistent link: https://www.econbiz.de/10009719392
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Integrated marketing communication : advertising and promotion in a digital world
Juska, Jerome M. - 2018
What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand...
Persistent link: https://www.econbiz.de/10011754596