Publication
Title
How consumers' media usage influences the optimal advertising media mix to maximize campaign recognition
Author
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.]
European Advertising Academy ; 5
Publication
Berlin : Springer, 2015
ISBN
978-3-658-08132-4
Volume/pages
p. 307-320
ISI
000380324900022
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 04.02.2015
Last edited 21.07.2017
To cite this reference