How consumers' media usage creates synergy in advertising campaigns
Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs, David Martens
| Year of publication: |
May 2018
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| Authors: | Dens, Nathalie ; Pelsmacker, Patrick de ; Goos, Peter ; Aleksandrovs, Leonids ; Martens, David |
| Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - London : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 60.2018, 3, p. 268-287
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| Subject: | mixture-amount model | advertising | cross-media advertising synergy | media usage | Werbung | Advertising | Werbewirkung | Advertising effects | Synergie | Synergy | Mediennutzung | Media usage | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470785317751333 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011887351