Advertising Effectiveness and Media Exposure

Peter Danaher

Chapter Chapter 15 in Handbook of Marketing Decision Models, 2017, pp 463-481 from Springer

Abstract: Abstract This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.

Date: 2017
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DOI: 10.1007/978-3-319-56941-3_15

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