A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions
| Year of publication: |
2005
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|---|---|
| Authors: | Vakratsas, Demetrios ; Ma, Zhenfeng |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 45.2005, 2, p. 241-254
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