Title
How consumers' media usage influences the optimal advertising media mix to maximize campaign recognition
Author
Faculty/Department
Faculty of Applied Economics
Publication type
bookPart
Publication
Berlin :Springer, [*]
Subject
Economics
Source (book)
Advances in advertising research (vol. 5) : extending the boundaries of advertising / Banks, Ivana Buljeta [edit.]; Pelsmacker, De, Patrick [edit.]; Okazaki, Shintaro [edit.]
European Advertising Academy ; 5
ISBN - Hoofdstuk
978-3-658-08132-4
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Handle