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Mediaplanung : Methodische Grundlagen und praktische Anwendungen

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Mediaplanung : methodische Grundlagen und praktische Anwendungen

Unger, Fritz (contributor); … - 2007 - 5., aktualisierte und erw. Aufl.

Persistent link: https://www.econbiz.de/10003375306

Advertising decision makers' and consumers' perceptions of media substitutability

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Consumer-driven media planning and buying

Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay - In: Journal of marketing communications 24 (2018) 8, pp. 761-778

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Perceptions and practices of media engagement : a global perspective

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Competitive advertising on broadcasting channels and consumer welfare

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Country animosity and the role of media

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When media matters : the role of media richness and naturalness on purchase intentions within influencer marketing

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Examining the relationship between social media characteristics and psychological dispositions

Grace, Debra; Ross, Mitchell; Shao, Wei - In: European Journal of Marketing 49 (2015) 9/10, pp. 1366-1390

to develop and test media-specific advertising strategy. Furthermore, a significant contribution of this study resides … within the research approach itself which can be used to guide not only media research but also other marketing and business …

Persistent link: https://www.econbiz.de/10014723950