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