Internet versus television advertising : a brand-building comparison
Michaela Draganska, Wesley R. Hartmann, and Gena Stanglein
| Year of publication: |
2014
|
|---|---|
| Authors: | Draganska, Michaela ; Hartmann, Wesley R. ; Stanglein, Gena |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 5, p. 578-590
|
| Subject: | advertising | brand metrics | television | Internet | Fernsehwerbung | Television advertising | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Fernsehen | Television | Vergleich | Comparison | Mediennutzung | Media usage | Markenartikel | Brand | Werbung | Advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010489705