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Moderating role of brand familiarity in cross-media effects : an information processing perspective
Huang, Guanxiong - In: Journal of promotion management : JPM 22 (2016) 5, pp. 665-683
Persistent link: https://www.econbiz.de/10011631927
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Cross-media measurement : the new medium necessitates a new approach to marketing mix measurement
Briggs, Rex - In: Market research best practice : 30 visions for the …, (pp. 319-363). 2007
Persistent link: https://www.econbiz.de/10003551892
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KirchMedia - synergies by maintaining cross-media balance
Englert, Marcus; Bürger, Bernd - In: Media management : leveraging content for profitable growth, (pp. 173-181). 2003
Persistent link: https://www.econbiz.de/10001752611
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Cross-media synergy : exploring the role of the integration of ads in cross-media campaigns
Voorveld, Hilde A. M.; Valkenburg, Sanne - In: The changing roles of advertising : [extended versions …, (pp. 187-200). 2013
Persistent link: https://www.econbiz.de/10009773035
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Modeling synergies in cross-media strategies : on-line and off-line media
Suklan, Jana; Žabkar, Vesna - In: The changing roles of advertising : [extended versions …, (pp. 159-171). 2013
Persistent link: https://www.econbiz.de/10009773039
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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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The role of varying information quantity in ads on immediate and enduring cross-media synergies
Chatterjee, Patrali - In: Journal of marketing communications 18 (2012) 3, pp. 217-240
Persistent link: https://www.econbiz.de/10009577758
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The fit factor : the role of fit between ads in understanding cross-media synergy
Voorveld, Hilde A. M.; Valkenburg, Sanne M. F. - In: Journal of advertising : official publication of the … 44 (2015) 3, pp. 185-195
Persistent link: https://www.econbiz.de/10011313254
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Cross-media advertising in times of changing media environments and media consumption patterns
Diehl, Sandra; Koinig, Isabell; Scheiber, Rebecca - In: Media and change management : creating a path for new …, (pp. 189-209). 2022
Persistent link: https://www.econbiz.de/10013167353