What matters most in advertising campaigns? : the relative effect of media expenditure and message content strategy

Bas van den Putte

Year of publication:	2009
Authors:	Putte, Bas van den
Published in:	International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 28.2009, 4, p. 669-690
Subject:	Werbeplanung \| Advertising planning \| Werbung \| Advertising \| Ausgaben \| Expenditure

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