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Integrated marketing communications : practice leads theory
Kitchen, Philip J.; Kim, Ilchul; Schultz, Don E. - In: Journal of advertising research 48 (2008) 4, pp. 531-546
Persistent link: https://www.econbiz.de/10003797968
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Perils of using OLS to estimate multimedia communications effects
Naik, Prasad A.; Schultz, Don E.; Srinivasan, Shuba - In: Journal of advertising research 47 (2007) 3, pp. 257-269
Persistent link: https://www.econbiz.de/10003610521
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Does traditional advertising theory apply to the digital world? : a replication analysis questions the relevance of the elaboration likelihood model
Kerr, Gayle; Schultz, Don E.; Kitchen, Philip J.; … - In: Journal of advertising research 55 (2015) 4, pp. 390-400
Persistent link: https://www.econbiz.de/10011429030
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Simultaneous Media Experience and Synesthesia
Pilotta, Joseph J.; Schultz, Don - In: Journal of advertising research 45 (2005) 1, pp. 19-26
Persistent link: https://www.econbiz.de/10006499606
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Integrated Marketing Communications in U.S. Advertising Agencies
Schultz, Don; Kitchen, Philip J. - In: Journal of advertising research 37 (1997) 5, pp. 7-18
Persistent link: https://www.econbiz.de/10006525015
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Understanding the Diffusion of Integrated Marketing Communications
Kim, Ilchul; Han, Dongsub; Schultz, Don E. - In: Journal of advertising research 44 (2004) 1, pp. 31-45
Persistent link: https://www.econbiz.de/10006504447
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The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together
Zahay, Debra; Peltier, James; Schultz, Don E.; Griffin, … - In: Journal of advertising research 44 (2004) 1, pp. 3-18
Persistent link: https://www.econbiz.de/10006504449