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Audience Response to Product Placements: An Integrative Framework and Future Research Agenda
Balasubramanian, Siva; Karrh, James; Patwardhan, Hemant - In: Journal of advertising : official publication of the … 35 (2006) 3, pp. 115-142
Persistent link: https://www.econbiz.de/10008126549
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ARTICLES - A Comparative Analysis of Three Communication Formats: Advertising, Infomercial, and Direct Experience
Singh, Mandeep; Balasubramanian, Siva K.; Chakraborty, … - In: Journal of advertising : official publication of the … 29 (2000) 4, pp. 59-76
Persistent link: https://www.econbiz.de/10008120056
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Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
Balasubramanian, Siva K. - In: Journal of advertising : official publication of the … 23 (1994) 4, pp. 29-46
Persistent link: https://www.econbiz.de/10008129751