Modeling synergies in cross-media strategies : on-line and off-line media
Year of publication: |
2013
|
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Authors: | Suklan, Jana ; Žabkar, Vesna |
Published in: |
The changing roles of advertising : [extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) Stockholm, Sweden in June 2012]. - Wiesbaden : Springer Gabler, ISBN 978-3-658-02364-5. - 2013, p. 159-171
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Subject: | Mediamix-Strategie | Media mix | Werbeträger | Advertising media | Synergie | Synergy |
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