From silos to synergy : a fifty-year review of cross-media research shows synergy has yet to achieve its full potential
Year of publication: |
2011
|
---|---|
Authors: | Assael, Henry |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 51.2011, Supp.1, p. 42-58
|
Subject: | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | USA | United States | Synergie | Synergy |
-
How consumers' media usage creates synergy in advertising campaigns
Dens, Nathalie, (2018)
-
Synergien im Rahmen integrierter Kommunikation : Modellierung, Analyse und empirische Ergebnisse
Peters, Kay, (2010)
-
Moderating role of brand familiarity in cross-media effects : an information processing perspective
Huang, Guanxiong, (2016)
- More ...
-
Yang, Sha, (2006)
-
An Empirical Study of Word-of-Mouth Generation and Consumption
Yang, Sha, (2012)
-
Kamins, Michael A., (1990)
- More ...