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Haase, Janina; Wiedmann, Klaus-Peter; Bettels, Jannick - In: Journal of marketing communications 26 (2020) 5, pp. 475-487

Persistent link: https://www.econbiz.de/10012263505

Copywriting : successful writing for design, advertising, and marketing

Shaw, Mark - 2013 - 2nd ed (Online-Ausg.)

: Kate Tetlow, Jupiter Design -- Interview: Sunita Yeomans, Creative Director, argos.co.uk -- Case Study: The Territory Ahead … -- Chapter 8: Writing for the digital environment -- Interview: Mark Santus, Romeo Empire Design -- Interview: Catherine Toole …

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Coordinating traditional media advertising and online advertising in brand marketing

Kim, Alex Jiyoung; Balachander, Subramanian - In: Production and operations management : the flagship … 32 (2023) 6, pp. 1865-1879

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Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski

Huber, Frank (contributor); Meyer, Frederik (contributor) - 2008

Zur Relevanz des Aufbaus einer Marke Fußballprofi -- Begriffsdefinitionen und theoretische Grundlagen zur Marke Fußballer -- Konzeptualisierung eines Untersuchungsmodells zur Erklärung der Einstellungsbildung zum Fußballspieler -- Empirische Studie zur Überprüfung des Modells zur...

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On the dynamics of media markets : Professor Karl Erik Gustafsson in memoriam

Ots, Mart; Weibull, Lennart; Melesko, Stefan - In: Journal of media business studies 16 (2019) 2, pp. 153-161

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Advertising decision makers' and consumers' perceptions of media substitutability

Golob, Urša; Podnar, Klement - In: Journal of promotion management : JPM 21 (2015) 6, pp. 798-816

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Developing a group decision support system for advertising media evaluation : a case in the Middle East

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The media handbook : a complete guide to advertising media selection, planning, research, and buying

Katz, Helen E. - 2003 - 2nd ed

Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

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A longitudinal cross-product analysis of media-budget allocations : how economic and technological disruptions affected media choices across industries

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Allocation of advertising budget between multiple channels to support sales in multiple markets

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