How consumers' media usage influences the optimal advertising media mix to maximize campaign recognition

Aleksandrovs, Leonids; Goos, Peter; Dens, Nathalie; De Pelsmacker, Patrick

doi:10.1007/978-3-658-08132-4_22

Title

How consumers' media usage influences the optimal advertising media mix to maximize campaign recognition

Author

Aleksandrovs, Leonids

Goos, Peter

Dens, Nathalie

De Pelsmacker, Patrick

Language

English

Source (book)

Advances in advertising research (vol. 5) : extending the boundaries of advertising / Banks, Ivana Buljeta [edit.]; Pelsmacker, De, Patrick [edit.]; Okazaki, Shintaro [edit.]

Publication

Berlin : Springer , 2015

ISBN

978-3-658-08132-4

DOI

10.1007/978-3-658-08132-4_22

Volume/pages

p. 307-320

ISI

000380324900022

Note

European Advertising Academy ; 5

Full text (Publisher's DOI)

https://doi.org/10.1007/978-3-658-08132-4_22

Faculty/Department				Faculty of Business and Economics

Research group				Marketing Engineering Management
Publication type				H1 Book chapter

Subject				Economics

Affiliation				Publications with a UAntwerp address

Web of Science

View record in Web of Science®

Identifier

Creation

04.02.2015

Last edited

09.10.2023

To cite this reference

https://hdl.handle.net/10067/1226750151162165141