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The power of retail branding : innovative marketing strategies for achieving brandpower

Winters, Arthur A. (contributor) - 2005

Persistent link: https://www.econbiz.de/10002851051

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

Persistent link: https://www.econbiz.de/10011976099

Advertising across platforms : conditions for multimedia campaigns : a method for determining optimal media investment and creative strategies across platforms

Snyder, Jasper; Garcia-Garcia, Manuel - In: Journal of advertising research 56 (2016) 4, pp. 352-367

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Practitioners' view of the role of OOH advertising media in IMC campaigns

Roux, A. T. - In: Management : journal of contemporary management issues 21 (2016) 2, pp. 181-205

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

Persistent link: https://www.econbiz.de/10011644720