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Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns
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Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns (2019)Traditional and Emerging Integrated Marke…Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (2016)Integrating Marketing Communi…From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior (2015)From Social to Sale: The Effe…Psychology of Entertainment (2013)Psychology of EntertainmentAttributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment (2013)Attributing Conversions in a …How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities (2011)How Well Does Advertising Wor…Revisiting the IMC construct (2008)Revisiting the IMC constructModeling the Determinants and Effects of Creativity in Advertising (2007)Modeling the Determinants and…RECALL AND PERSUASION: Does Creative Advertising Matter? 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References

  • 2003Evolving to a New Dominant Logic for Marketing14,777 cited
  • 1982Social psychology of creativity: A consensual assessment technique.2,277 cited
  • 2015From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior1,006 cited
  • 2013Psychology of Entertainment996 cited
  • 2016Integrating Marketing Communications: New Findings, New Lessons, and New Ideas636 cited
  • 2011How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities460 cited
  • 2002Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory452 cited
  • 2013Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment439 cited
  • 2005INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions331 cited
  • 2007Modeling the Determinants and Effects of Creativity in Advertising309 cited
  • 2004TELEVISION AND WEB ADVERTISING SYNERGIES306 cited
  • 2004The Emergence Of IMC: A Theoretical Perspective304 cited
  • 1993Client Perceptions of Integrated Marketing Communications303 cited
  • 2008Revisiting the IMC construct303 cited

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  • 2001Imc: Using Advertising and Promotion to Build Brands296 cited
  • 2005RECALL AND PERSUASION: Does Creative Advertising Matter?283 cited
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