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~person:"Chesnes, Matthew"
~person:"Guitart, Ivan A."
~source:"econis"
~type_genre:"Article in journal"
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Advertising effects
5
Fernsehwerbung
5
Internet marketing
5
Online-Marketing
5
Television advertising
5
Werbewirkung
5
Advertising
3
Consumer behaviour
3
Konsumentenverhalten
3
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3
Advertising effectiveness
2
Fernsehen
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Television
2
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1
Advertising elasticity
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Advertising scheduling
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Advertising strategy
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Advertising up
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Arzneimittel
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Automotive industry
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Brand image
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Brand management
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Competition
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Competitive advertising
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Contextual advertising
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Cross-media effects
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Direct marketing
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Direct-to-consumer advertising
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Direktmarketing
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Information behaviour
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Informationsverhalten
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Chesnes, Matthew
Guitart, Ivan A.
Bellman, Steven
17
Varan, Duane
14
Pelsmacker, Patrick de
9
Wilbur, Kenneth C.
8
Bakir, Aysen
7
Cauberghe, Verolien
6
Jeong, Yongick
6
Kent, Robert J.
5
Reijmersdal, Eva A. van
5
Romaniuk, Jenni
5
Schweidel, David A.
5
Beal, Virginia
4
Coffey, Amy Jo
4
Dens, Nathalie
4
Hartnett, Nicole
4
Hudders, Liselot
4
Kennedy, Rachel
4
Kind, Hans Jarle
4
Neijens, Peter C.
4
Pan, Steve
4
Schweda, Anika
4
Wooley, Brooke
4
Betts, Kevin R.
3
Bijmolt, Tammo H. A.
3
Boerman, Sophie C.
3
Cheong, Yunjae
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Fossen, Beth L.
3
Joo, Mingyu
3
Kim, Kihan
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Lee, Wei-Na
3
Lipsman, Andrew
3
Nilssen, Tore
3
Phau, Ian
3
Rask, Amy
3
Reinares, Pedro
3
Robinson, Jennifer A.
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Sharp, Byron
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Shi, Yang
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
Information economics and policy : IEP
1
Journal of marketing research
1
Journal of the Academy of Marketing Science
1
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ECONIS (ZBW)
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1
The impact of informational and emotional television ad content on online search and sales
Guitart, Ivan A.
;
Stremersch, Stefan
- In:
Journal of marketing research
58
(
2021
)
2
,
pp. 299-320
Persistent link: https://www.econbiz.de/10012492707
Saved in:
2
Competitive advertising strategies for programmatic television
Guitart, Ivan A.
;
Hervet, Guillaume
;
Gelper, Sarah
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
4
,
pp. 753-775
Persistent link: https://www.econbiz.de/10012293333
Saved in:
3
Direct-to-consumer advertising and online search
Chesnes, Matthew
;
Jin, Ginger Zhe
- In:
Information economics and policy : IEP
46
(
2019
),
pp. 1-22
Persistent link: https://www.econbiz.de/10012301759
Saved in:
4
Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.
;
González, Jorge
;
Stremersch, Stefan
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
3
,
pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
Saved in:
5
The impact of contextual television ads on online conversions : an application in the insurance industry
Guitart, Ivan A.
;
Hervet, Guillaume
- In:
International journal of research in marketing : IJRM ; …
34
(
2017
)
2
,
pp. 480-498
Persistent link: https://www.econbiz.de/10011734905
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