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Advertising message strategy analysis for award-winning digital ads

Yfantidou, Ioanna; Riskos, Kyriakos; Tsourvakas, George - In: International journal of technology marketing : IJTMkt 12 (2017) 4, pp. 340-355

Persistent link: https://www.econbiz.de/10011862031

Are online and offline advertising substitutes or complements? : evidence from U.S. food industries

He, Xi; Lopez, Rigoberto A.; Liu, Yizao - In: Journal of agricultural & food industrial organization 15 (2017) 2, pp. 1-10

Persistent link: https://www.econbiz.de/10011863319

Personalization in email marketing : the role of non-informative advertising content

Sahni, Naveep S.; Wheeler, S. Christian; Chintagunta, … - 2016

consumers pay to the other content in the rest of the advertising message. Our paper quantifies the benefits from … personalization, and contributes to understanding the role of non-informative advertising content. It contributes to the psychology … that are designing their advertising campaigns …

Persistent link: https://www.econbiz.de/10011864662

Personalization in email marketing : the role of noninformative advertising content

Sahni, Navdeep S.; Wheeler, S. Christian; Chintagunta, … - In: Marketing science : the marketing journal of the … 37 (2018) 2, pp. 236-258

Persistent link: https://www.econbiz.de/10011864756

The impact of consumer multi-homing on advertising markets and media competition

Athey, Susan; Calvano, Emilio; Gans, Joshua - In: Management science : journal of the Institute for … 64 (2018) 4, pp. 1574-1590

Persistent link: https://www.econbiz.de/10011855634

The direct and reposting effects of advertorials on sales

Wang, Xia; Yu, Chunling; Dong, Lily C. - In: Frontiers of business research in China : selected … 10 (2016) 3, pp. 451-469

Persistent link: https://www.econbiz.de/10011848536

Integrating social media within an integrated marketing communication decision-making framework

Valos, Michael J.; Maplestone, Vanya Louise; Polonsky, … - In: Journal of marketing management : MM 33 (2017) 17/18, pp. 1522-1558

Persistent link: https://www.econbiz.de/10011854313

Building dynamic capabilities in large global advertising agency networks : managing the shift from mass communication to digital interactivity

Suheimat, Wisam; Prætorius, Thim; Vang, Jan - In: International journal of foresight and innovation … 13 (2018) 1/2, pp. 88-113

Persistent link: https://www.econbiz.de/10011886962

How consumers' media usage creates synergy in advertising campaigns

Dens, Nathalie; Pelsmacker, Patrick de; Goos, Peter; … - In: International journal of market research : JMRS ; the … 60 (2018) 3, pp. 268-287

Persistent link: https://www.econbiz.de/10011887351

"Free" internet content : Web 1.0, Web 2.0, and the sources of economic growth

Nakamura, Leonard Isamu; Samuels, Jon D.; Soloveichik, … - 2018

The Internet has evolved from Web 1.0, with static web pages and limited interactivity, to Web 2.0, with dynamic content that relies on user engagement. This change increased production costs significantly, but the price charged for Internet content has generally remained the same: zero. Because...

Persistent link: https://www.econbiz.de/10011891856