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Creative strategies of super bowl commercials 2001 - 2009 : an analysis of message strategies
Kim, Kihan; Cheong, Yunjae - In: International journal of sports marketing & sponsorship 13 (2011/12) 1, pp. 7-22
Persistent link: https://www.econbiz.de/10009508906
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An assessment of direct-to-consumer (DTC) pharmaceutical advertising spending
Cheong, Yunjae; Kim, Kihan - In: International journal of advertising : the quarterly … 33 (2014) 1, pp. 91-112
Persistent link: https://www.econbiz.de/10010256885
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Advertising and promotion budgeting during volatile economic conditions : factors influencing the level of decentralisation in budgeting and its relations to budget size and allocation
Cheong, Yunjae; Kim, Kihan; Kim, Hyuksoo - In: International journal of advertising : the quarterly … 32 (2013) 1, pp. 143-162
Persistent link: https://www.econbiz.de/10009722512
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The power of reach and frequency in the age of digital advertising : offline and online media demand different metrics
Cheong, Yunjae; De Gregorio, Federico; Kim, Kihan - In: Journal of advertising research 50 (2010) 4, pp. 403-415
Persistent link: https://www.econbiz.de/10008857207