When less is more : data and power in advertising experiments
Year of publication: |
January-February 2017
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Authors: | Johnson, Garrett A. ; Lewis, Randall A. ; Reiley, David H. |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 1, p. 43-53
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Subject: | advertising effectiveness | field experiments | digital advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Werbung | Advertising | Feldforschung | Field research | Konsumentenverhalten | Consumer behaviour | Experiment |
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