Advertising across Platforms: Conditions for Multimedia Campaigns: A Method for Determining Optimal Media Investment And Creative Strategies across Platforms
JOURNAL OF ADVERTISING RESEARCH(2016)
摘要
For more than half a century, scholars from around the world have explored and determined the effects of advertising on sales. Yet, to the current authorsu0027 knowledge, there is more evidence and consensus that advertising can be effective than there is about how these effects come about. Whatu0027s more
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