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Analyzing media interactions : the effects of coordinated TV-print advertising campaigns · Study

BookAnalyzing media interactions : the effects of coordinated TV-print advertising campaigns

Julie A. Edell1999

Book1999

Analyzing media interactions : the effects of coordinated TV-print advertising campaigns

Julie A. Edell · Kevin Lane Keller

42 citations·0/0 files stored·Marketing Science Institute eBooks

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

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2006Brands and Branding: Research Findings and Future Priorities 2009Building strong brands in a modern marketing communications environment 2003Understanding the Impact of Synergy in Multimedia Communications 2016Reflections on customer-based brand equity: perspectives, progress, and priorities 2004TELEVISION AND WEB ADVERTISING SYNERGIES 2011The interacting role of media sequence and product involvement in cross-media campaigns 2006The Effects of Identical Versus Varied Advertising and Publicity Messages on Consumer Response 2007Does Synergy Work? An Examination of Cross-Promotion Effects

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Year1999

Typebook

Published1999-01-01

VenueMarketing Science Institute eBooks

Languageen

Citations42

Files0 public / 0

ShelfMarketing and Advertising Strategies

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openalex_workW429989302

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