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La publicité : stratégie et placement média ou comment choisir la campagne intégrée la plus efficace

Dagenais, Bernard - 2015 - Deuxième édition revue et augmentée

Persistent link: https://www.econbiz.de/10011433892

Model's age and target's age : effects on emotions towards and beliefs about an ad

Chevalier, Corinne; Lichtlé, Marie-Christine - In: Bridging the gap between advertising academia and practice, (pp. 133-150). 2017

Persistent link: https://www.econbiz.de/10011540335

Developing a group decision support system for advertising media evaluation : a case in the Middle East

Tafreshi, Parham Fami; Aghdaie, Mohammad Hasan; … - In: Group decision and negotiation 25 (2016) 5, pp. 1021-1048

Persistent link: https://www.econbiz.de/10011549342

The media handbook : a complete guide to advertising media selection, planning, research, and buying

Katz, Helen E. - 2003 - 2nd ed

Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

Persistent link: https://www.econbiz.de/10011479530

Enriching media data : a special report from the U.S. coalition of innovative media measurement : quality is key requisite for maximizing return on advertising investment

Broussard, Gerard - In: Journal of advertising research 56 (2016) 1, pp. 25-38

Persistent link: https://www.econbiz.de/10011486036

Second screen advertising : a typology of multiscreening

Segijn, Claire M. - In: Advertising in new formats and media : current research …, (pp. 77-96). 2016

Persistent link: https://www.econbiz.de/10011473402

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

A longitudinal cross-product analysis of media-budget allocations : how economic and technological disruptions affected media choices across industries

Barrio-García, Salvador del; Kamakura, Wagner A.; … - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 1-15

Persistent link: https://www.econbiz.de/10011997970

Branded Entertainment : past, present, and future

Martí-Parreño, José; Ruiz Mafe, Carla; Scribner, Lisa L. - In: Engaging consumers through branded entertainment and …, (pp. 1-21). 2015

Persistent link: https://www.econbiz.de/10011389080

Allocation of advertising budget between multiple channels to support sales in multiple markets

Abedi, Vahideh Sadat - In: Journal of the Operational Research Society : OR 68 (2017) 2, pp. 134-146

Persistent link: https://www.econbiz.de/10011625870