Is the multi-platform whole more powerful than its separate parts? : measuring the sales effects of cross-media advertising
Jennifer Taylor; Rachel Kennedy; Colin McDonald; Laurent Larguinat; Yassine el Ouarzazi ...
| Year of publication: |
2013
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|---|---|
| Authors: | Taylor, Jennifer ; Kennedy, Rachel ; McDonald, Colin ; Larguinat, Laurent ; Ouarzazi, Yassine el |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 53.2013, 2, p. 200-211
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| Subject: | Mediamix-Strategie | Media mix | Online-Marketing | Internet marketing | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Absatz | Sales | Synergie | Synergy |
| 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/10009778462