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Achieving reach in a multi-media environment : how a marketer's first step provides the direction fot the second
Romaniuk, Jenni; Beal, Virginia; Uncles, Mark - In: Journal of advertising research 53 (2013) 2, pp. 221-230
Persistent link: https://www.econbiz.de/10009778460
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What works best when combining television sets, PCs, tablets, or mobile phones? : how synergies across devices result from cross-device effects and cross-format synergies
Varan, Duane; Murphy, Jamie; Hofacker, Charles F.; … - In: Journal of advertising research 53 (2013) 2, pp. 212-220
Persistent link: https://www.econbiz.de/10009778461
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Is the multi-platform whole more powerful than its separate parts? : measuring the sales effects of cross-media advertising
Taylor, Jennifer; Kennedy, Rachel; McDonald, Colin; … - In: Journal of advertising research 53 (2013) 2, pp. 200-211
Persistent link: https://www.econbiz.de/10009778462
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Dynamic asymmetric effects of cross-media exposures over the purchase cycle : in China, tv ads benefit from prior online exposure, but not vice-versa
Lee, June Soo; Vakratsas, Demetrios - In: Journal of advertising research 59 (2019) 4, pp. 455-465
Persistent link: https://www.econbiz.de/10012159859
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When to combine television with online campaigns : cost savings versus extended reach
Goerg, Georg M.; Best, Christoph; Shobowale, Sheethal; … - In: Journal of advertising research 57 (2017) 3, pp. 283-304
Persistent link: https://www.econbiz.de/10011756539
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The long tail of media
Rubinson, Joel (contributor) - 2008
Persistent link: https://www.econbiz.de/10003768702
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Editorial: Marketing in the era of long-tail media
Rubinson, Joel - In: Journal of advertising research 48 (2008) 3, pp. 301-302
Persistent link: https://www.econbiz.de/10003768711
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The long tail and its implications for media audience measurement
McDonald, Scott - In: Journal of advertising research 48 (2008) 3, pp. 313-319
Persistent link: https://www.econbiz.de/10003768724
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Impact of media context on advertising memory : a meta-analysis of advertising effectiveness
Kwon, Eun Sook; King, Karen Whitehill; Nyilasy, Greg; … - In: Journal of advertising research 59 (2019) 1, pp. 99-128
Persistent link: https://www.econbiz.de/10012007147