Improving the media mix : how promotional products enhance advertising impact
Year of publication: |
2023
|
---|---|
Authors: | Liu, Fang ; LeBlanc, H. Paul ; Kanso, Ali ; Nelson, Richard |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 6, p. 577-596
|
Subject: | advertising effectiveness | media mix | print | Promotional products | synergy | TV | Werbung | Advertising | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Verkaufsförderung | Sales promotion | Online-Marketing | Internet marketing |
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