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Setting advertising budgets for lasting effects

King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 163-171). 2007

Persistent link: https://www.econbiz.de/10003578223

Can research evaluate the creative content of advertising?

King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 179-193). 2007

Persistent link: https://www.econbiz.de/10003578232

Advertising research for new brands

King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 199-208). 2007

Persistent link: https://www.econbiz.de/10003578237

Agency practitioner theories of how advertising works

Nyilasy, Gergely; Reid, Leonard N. - In: Journal of advertising : official publication of the … 38 (2009) 3, pp. 81-96

Persistent link: https://www.econbiz.de/10003892018

What can pre-testing do?

King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 111-117). 2007

Persistent link: https://www.econbiz.de/10003578208

The hidden persuaders : then and now

Nelson, Michelle R. - In: Journal of advertising : official publication of the … 37 (2008) 1, pp. 113-126

Persistent link: https://www.econbiz.de/10003708187

Agency-generated research of consumer-generated content : the risks, best practices, and ethics

Dickinson-Delaporte, Sonia; Kerr, Gayle - In: Journal of advertising research 54 (2014) 4, pp. 469-478

Persistent link: https://www.econbiz.de/10010481162

The SAGE handbook of advertising

Tellis, Gerard J. (contributor); Ambler, Tim (contributor) - 2007 - Online-Ausg.

Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States

Persistent link: https://www.econbiz.de/10013208127

La publicité : théories, acteurs et méthodes

Vernette, Eric (ed.); Caumont, Daniel (contributor) - 2000

Persistent link: https://www.econbiz.de/10013287051

The Sage handbook of advertising

Tellis, Gerard J. (ed.); Ambler, Tim (ed.) - 2007

Persistent link: https://www.econbiz.de/10013547523

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