Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
| Year of publication: |
2013
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|---|---|
| Authors: | Taylor, Jennifer ; Kennedy, Rachel ; McDonald, Colin ; Larguinat, Laurent ; El Ouarzazi, Yassine ; Haddad, Nassim |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 53.2013, 2, p. 200-211
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