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Advertising planning
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Journal of advertising research
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International journal of advertising : the quarterly review of marketing communications
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19
A master class in brand planning : the timeless works of Stephen King
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Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011]
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The Sage handbook of advertising
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Handbook of research on effective advertising strategies in the social media age
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Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan
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Marketing : ZFP ; journal of research and management
5
Strategische Kommunikationsplanung
5
UTB / Betriebswirtschaftslehre
5
Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. Wissenschaftlicher Interdisziplinärer Kongress für Dialogmarketing
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European journal of marketing : EJM
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Faculty & research / Insead : working paper series
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Journal of promotion management : JPM
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Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung
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Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
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International journal of market research : JMRS ; the journal of the Market Research Society
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Journal of direct, data and digital marketing practice : the international journal of the Institute of Direct Marketing
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ECONIS (ZBW)
USB Cologne (EcoSocSci)
13
USB Cologne (business full texts)
1
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Profiting from uncertainty
Raman, Kalyan
- In:
Quantitative marketing and marketing management : …
,
(pp. 501-515)
.
2012
Persistent link: https://www.econbiz.de/10009621553
Saved in:
252
Suchmaschinenwerbung : zur ökonomischen Wirkung der Steuerungsinstrumente unter Berücksichtigung einer Werbestrategie in Zeitungen
Schultz, Carsten D.
-
2012
-
1. Aufl.
Persistent link: https://www.econbiz.de/10009622588
Saved in:
253
Impact of social network structure on content propagation : a study using YouTube data
Yoganarasimhan, Hema
- In:
Quantitative marketing and economics : QME
10
(
2012
)
1
,
pp. 111-150
Persistent link: https://www.econbiz.de/10009526832
Saved in:
254
Advertising strategy : consumer mindsets and message alignment
Rucker, Derek D.
- In:
Handbook of marketing strategy
,
(pp. 186-197)
.
2012
Persistent link: https://www.econbiz.de/10009530863
Saved in:
255
Spokescharacters
Folse, Judith Anne Garretson
;
Netemeyer, Richard G.
; …
- In:
Journal of advertising : official publication of the …
41
(
2012
)
1
,
pp. 17-32
Persistent link: https://www.econbiz.de/10009536717
Saved in:
256
Optimizing room capacity and profitability for Hong Kong hotels
Tsai, Henry
;
Gu, Zheng
- In:
Journal of travel and tourism marketing
29
(
2012
)
1/2
,
pp. 57-68
Persistent link: https://www.econbiz.de/10009537280
Saved in:
257
Advertising strategies in electronic retailing : a differential games approach
Liu, Dengpan
;
Kumar, Subodha
;
Mookerjee, Vijay S.
- In:
Information systems research : ISR
23
(
2012
)
3/2/2
,
pp. 903-917
Persistent link: https://www.econbiz.de/10009656995
Saved in:
258
Account planning : applying an advertising discipline to health communication and social marketing
Mackert, Michael
- In:
Health marketing quarterly
29
(
2012
)
3
,
pp. 270-282
Persistent link: https://www.econbiz.de/10009657660
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259
How does shifting ad budgets impact trust in advertising media?
Eisend, Martin
;
Knoll, Silke
;
Schmidt, Susanne
; …
- In:
Current insights and future trends : [extended versions …
,
(pp. 353-363)
.
2012
Persistent link: https://www.econbiz.de/10009748086
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260
Creative media choice as a marketing signal
Rosengren, Sara
;
Dahlén, Micael
- In:
Current insights and future trends : [extended versions …
,
(pp. 343-351)
.
2012
Persistent link: https://www.econbiz.de/10009748087
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261
Gender and age as factors influencing consumer responses to soft-sell ads : a multi-country comparison
Diehl, Sandra
;
Mueller, Barbara
;
Okazaki, Shintaro
- In:
Current insights and future trends : [extended versions …
,
(pp. 291-302)
.
2012
Persistent link: https://www.econbiz.de/10009748091
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262
Ad intrusiveness of location-based advertising : a virtual reconstruction
Hühn, Arief Ernst
;
Ketelaar, Paul
;
Khan, Vassilis-Javed
; …
- In:
Current insights and future trends : [extended versions …
,
(pp. 191-207)
.
2012
Persistent link: https://www.econbiz.de/10009748099
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263
The impact of message sidedness on adolescents' binge drinking intentions after peer pressure : the moderating role of issue involvement
Cornelis, Erlinde
;
Cauberghe, Verolien
;
Pelsmacker, …
- In:
Current insights and future trends : [extended versions …
,
(pp. 69-79)
.
2012
Persistent link: https://www.econbiz.de/10009748175
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264
Immediate and delayed effects of message sidedness
Küster-Rohde, Franziska
;
Eisend, Martin
- In:
Current insights and future trends : [extended versions …
,
(pp. 55-65)
.
2012
Persistent link: https://www.econbiz.de/10009748177
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265
Effects of slim and heavy advertising models on appearence, self-esteem and product evaluations
Hüttl-Maack, Verena
;
Gierl, Heribert
- In:
Current insights and future trends : [extended versions …
,
(pp. 29-42)
.
2012
Persistent link: https://www.econbiz.de/10009748179
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266
New drug diffusion when forward-looking physicians learn from patient feedback and detailing
Chintagunta, Pradeep K.
;
Goettler, Ronald L.
;
Kim, Minki
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 807-821
Persistent link: https://www.econbiz.de/10009688811
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267
Discovering how advertising grows sales and builds brands
Bruce, Norris I.
;
Peters, Kay
;
Naik, Prasad A.
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 793-806
Persistent link: https://www.econbiz.de/10009688816
Saved in:
268
Advertising and consumer awareness of new, differentiated products
Barroso, Alicia
;
Llobet, Gerard
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 773-792
Persistent link: https://www.econbiz.de/10009688821
Saved in:
269
Between physical and virtual reality : the case of Benetton Brand, "A Company that is Born from Ideas"
De Rosa, Annamaria Silvana
;
Bocci, Elena
- In:
Branding and sustainable competitive advantage : …
,
(pp. 69-95)
.
2012
Persistent link: https://www.econbiz.de/10009707215
Saved in:
270
Assessing the appropriateness of movies as vehicles for promoting tourist destinations
Redondo, Ignacio
- In:
Journal of travel and tourism marketing
29
(
2012
)
7/8
,
pp. 714-729
Persistent link: https://www.econbiz.de/10009711010
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271
Competitive effects of purchase-based targeted advertising
Zhang, Jianqiang
;
Zhong, Weijun
;
Mei, Shue
- In:
Journal of electronic commerce in organizations : the …
10
(
2012
)
4
,
pp. 71-84
Persistent link: https://www.econbiz.de/10009715358
Saved in:
272
Are nutrient-content claims always effective? : match-up effects between product type and claim type in food advertising
Choi, Hojoon
;
Paek, Hye-jin
;
King, Karen Whitehill
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 421-443
Persistent link: https://www.econbiz.de/10009744448
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273
The effectiveness of regulatory (in)congruent ads : the moderating role of an ad's rational versus emotional tone
Cornelis, Erlinde
;
Adams, Leen
;
Cauberghe, Veroline
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 397-420
Persistent link: https://www.econbiz.de/10009744449
Saved in:
274
Psychological ownership : a social marketing advertising message appeal? : not for women
Folse, Judith Anne Garretson
;
Moulard, Julie Guidry
; …
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 291-315
Persistent link: https://www.econbiz.de/10009744452
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275
Missing ingredients in cause-related advertising : the right formula of execution style and cause framing
Chang, Chun-tuan
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 231-256
Persistent link: https://www.econbiz.de/10009744453
Saved in:
276
Conflict and advertising planning : consequences of networking for advertising planning
Grant, Ian
;
McLeod, Charlotte
;
Shaw, Eleanor
- In:
European journal of marketing : EJM
46
(
2012
)
1/2
,
pp. 73-91
Persistent link: https://www.econbiz.de/10009514322
Saved in:
277
The importance and relevance of integrated marketing communications : a global perspective
Kitchen, Philip J.
;
Tourky, Marwa
- In:
Handbook of research on international advertising
,
(pp. 473-496)
.
2012
Persistent link: https://www.econbiz.de/10009514363
Saved in:
278
Increasing the effectiveness of benefit arguments : a regulatory fit perspective
Gierl, Heribert
;
Pagel, Sabine
- In:
Marketing : ZFP ; journal of research and management
34
(
2012
)
1
,
pp. 22-39
Persistent link: https://www.econbiz.de/10009514756
Saved in:
279
Sample size in content analysis of advertising : the case of Chilean consumer magazines
Uribe, Rodrigo
;
Manzur, Enrique
- In:
International journal of advertising : the quarterly …
31
(
2012
)
4
,
pp. 907-920
Persistent link: https://www.econbiz.de/10009674955
Saved in:
280
Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children
Charry, Karine M.
;
Demoulin, Nathalie T. M.
- In:
International journal of advertising : the quarterly …
31
(
2012
)
4
,
pp. 773-794
Persistent link: https://www.econbiz.de/10009674966
Saved in:
281
Are guilt appeals a panacea in green advertising? : the right formula of issue proximity and environmental consciousness
Chang, Chun-tuan
- In:
International journal of advertising : the quarterly …
31
(
2012
)
4
,
pp. 741-771
Persistent link: https://www.econbiz.de/10009674969
Saved in:
282
Advertising the US. National Organic standard : a well-intentioned cue lost in the shuffle?
Guion, Deirdre T.
;
Stanton, Julie V.
- In:
Journal of promotion management : JPM
18
(
2012
)
4
,
pp. 514-535
Persistent link: https://www.econbiz.de/10009678848
Saved in:
283
Strategic advertising management
Percy, Larry
;
Elliott, Richard
-
2012
-
4. ed.
Persistent link: https://www.econbiz.de/10013480347
Saved in:
284
Whiteness, ethnic minorities and advertising in travel brochures
Burton, Dawn
;
Klemm, Mary
- In:
The service industries journal
31
(
2011
)
5/6
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pp. 679-693
Persistent link: https://www.econbiz.de/10009127051
Saved in:
285
How to write a marketing plan
Westwood, John
-
2011
-
Rev. 3rd ed.
Persistent link: https://www.econbiz.de/10008698282
Saved in:
286
Advertising agencies : the most calcified part of the process
Nyren, Chuck
- In:
The silver market phenomenon : marketing and innovation …
,
(pp. 249-262)
.
2011
Persistent link: https://www.econbiz.de/10008746321
Saved in:
287
Marketing communications for the SME
Eng, Teck Yong
;
Spickett-Jones, Graham
- In:
Entrepreneurship marketing : principles and practice of …
,
(pp. 159-170)
.
2011
Persistent link: https://www.econbiz.de/10008822539
Saved in:
288
Advertising strategy for outbound travel services
Kang, Inwon
;
Cheon, Deokhee
;
Shin, Matthew M.
- In:
Service business
5
(
2011
)
4
,
pp. 361-380
Persistent link: https://www.econbiz.de/10009535222
Saved in:
289
The China puzzle : the powerful impact of strategic thinking in the world's fastest growing advertising market
In:
Journal of advertising research
51
(
2011
)
4
,
pp. 634-642
Persistent link: https://www.econbiz.de/10009502565
Saved in:
290
Creative strategies of super bowl commercials 2001 - 2009 : an analysis of message strategies
Kim, Kihan
;
Cheong, Yunjae
- In:
International journal of sports marketing & sponsorship
13
(
2011/12
)
1
,
pp. 7-22
Persistent link: https://www.econbiz.de/10009508906
Saved in:
291
A dynamic model of bidding patterns in sponsored search auctions
Asdemir, Kursad
- In:
Information technology and management
12
(
2011
)
1
,
pp. 1-16
Persistent link: https://www.econbiz.de/10008907790
Saved in:
292
The effects of spokes-characters' personalities of food products on source credibility
Kyung, Hobin
;
Kwon, Ohyoon
;
Sung, Yongjun
- In:
Journal of food products marketing
17
(
2011
)
1
,
pp. 65-78
Persistent link: https://www.econbiz.de/10008907897
Saved in:
293
Single- and multi-ideology marketing in the province of Quebec in the early twentieth century
Baillargeon, Lisa
;
Gélinas, Patrice
- In:
Journal of macromarketing : examining the interactions …
31
(
2011
)
1
,
pp. 32-43
Persistent link: https://www.econbiz.de/10008935201
Saved in:
294
Marketingkommunikation
Pepels, Werner
-
2011
-
2., überarb. Aufl.
Persistent link: https://www.econbiz.de/10009159530
Saved in:
295
The online advertising types of choices based on DEA method
Xianglan Jiang
;
Lu, Yingjin
;
Yang, Wen-bo
- In:
New state of MCDM in the 21st century : selected papers …
,
(pp. 157-165)
.
2011
Persistent link: https://www.econbiz.de/10009161411
Saved in:
296
A strategic response to the financial crisis : an empirical analysis of financial services advertising before and during the financial crisis
Lee, Taejun
;
Chung, Wonjun
;
Taylor, Ronald E.
- In:
The journal of services marketing
25
(
2011
)
3
,
pp. 150-164
Persistent link: https://www.econbiz.de/10009230977
Saved in:
297
Brand equitiy : leveraging brands in international markets
Broyles, S. Allen
;
Thomas, Sunil
;
Kohli, Chiranjeev
; …
-
2011
Persistent link: https://www.econbiz.de/10009232316
Saved in:
298
Rethinking marketing communication : from integrated marketing communication to relationship communication
Finne, Åke
;
Grönroos, Christian
- In:
The evolution of integrated marketing communications : …
,
(pp. 105-121)
.
2011
Persistent link: https://www.econbiz.de/10009232917
Saved in:
299
The facebook marketing book
Zarrella, Dan
;
Zarrella, Alison
-
2011
Persistent link: https://www.econbiz.de/10008841278
Saved in:
300
Emotional advertising : revisiting the role of product category
Geuens, Maggie
;
Pelsmacker, Patrick de
;
Faseur, Tine
- In:
Journal of business research : JBR
64
(
2011
)
4
,
pp. 418-426
Persistent link: https://www.econbiz.de/10008859021
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