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Celebrity branding : perils and payoffs
Gebhardt, Christopher - 2007
Persistent link: https://www.econbiz.de/10003549077
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Media planning
Danaher, Peter J. - In: The Sage handbook of advertising, (pp. 299-315). 2007
Persistent link: https://www.econbiz.de/10003570510
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Mixed-media modeling may help optimize campaign recognition and brand interest : how to apply the "mixture-amount modeling" method to cross-platform effectiveness measurement
Aleksandrovs, Leonids; Goos, Peter; Dens, Nathalie; … - In: Journal of advertising research 55 (2015) 4, pp. 443-457
Persistent link: https://www.econbiz.de/10011429184
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Marketing communications for special events : analysing managerial practice, consumer perceptions and preferences
Hede, Anne-Marie; Kellett, Pamm - In: European journal of marketing : EJM 45 (2011) 6, pp. 987-1004
Persistent link: https://www.econbiz.de/10009231667
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Red bull "gives you wings" for better or worse : a double-edged impact of brand exposure on consumer performance
Brasel, S. Adam; Gips, James - In: Journal of consumer psychology : JCP : the official … 21 (2011) 1, pp. 57-64
Persistent link: https://www.econbiz.de/10008909933
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Brands & gaming : the computer gaming phenomenon and its impact on brands and businesses
Nichols, David; Farrand, Tom; Rowley, Tom; Avery, Matt - 2006
Persistent link: https://www.econbiz.de/10002977399
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Advertising across platforms : conditions for multimedia campaigns : a method for determining optimal media investment and creative strategies across platforms
Snyder, Jasper; Garcia-Garcia, Manuel - In: Journal of advertising research 56 (2016) 4, pp. 352-367
Persistent link: https://www.econbiz.de/10011628613
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Drifting between counting atoms and telling stories : quantitative and qualitative ambient ooh media planning guidelines for emerging economies
Roux, Thérèse - In: Journal of global marketing 32 (2019) 1, pp. 49-63
Persistent link: https://www.econbiz.de/10012201007
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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