Frontiers : moment marketing : measuring dynamics in cross-Channel ad effectiveness
Jia Liu, Shawndra Hill
| Year of publication: |
2021
|
|---|---|
| Authors: | Liu, Jia ; Hill, Shawndra |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 40.2021, 1, p. 13-22
|
| Subject: | search advertising | TV advertising | cross-channel advertising | experiment | brand competition | poaching | Werbung | Advertising | Werbewirkung | Advertising effects | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2020.1277 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012493300