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Chapter 2 Consumer Responses to Creative Media Advertising: A Literature Review
Eelen, Jiska; Rauwers, Fabiënne; Wottrich, Verena M.; … - In: Advertising in new formats and media : current research …, (pp. 19-46). 2016
Purpose This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel … medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other … consumers. Its final purpose is to review all the empirical findings about creative media advertising effects. Methodology …
Persistent link: https://www.econbiz.de/10015366520
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The colonial side of advertising self-regulation : imperialist consumerism in Latin America
Rodrigues, Laís; Hemais, Marcus Wilcox - In: Latin American business review 23 (2022) 2, pp. 167-198
Persistent link: https://www.econbiz.de/10013353186
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The economics of advertising
Schmalensee, Richard - 1972
Persistent link: https://www.econbiz.de/10013336998
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Empirical investigation of the domain knowledge and team advertising creativity typology : the case of Nescafe coffee
Bushra, Mazia Fateen; Ahmad, Ayaz; Ahmad, Wisal; … - In: Journal of retailing and consumer services 69 (2022), pp. 1-11
Persistent link: https://www.econbiz.de/10013401629
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Zur Wirkung von Direktwerbung im Investitionsgüterbereich
Bamler, Gunther - 1987
Persistent link: https://www.econbiz.de/10013407666
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The impact of advertising creative strategy on advertising elasticity
Dall'Olio, Filippo; Vakratsas, Demetrios - In: Journal of marketing 87 (2023) 1, pp. 26-44
Persistent link: https://www.econbiz.de/10013474255
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Advertising worldwide : concepts, theories and practice of international, multinational and global advertising
Mooij, Marieke K. de - 1991
Persistent link: https://www.econbiz.de/10013475133
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Asking questions of ai advertising : a maieutic approach
Coffin, Jack - In: Journal of advertising 51 (2022) 5, pp. 608-623
Persistent link: https://www.econbiz.de/10013417525