Chatterjee, 2012 - Google Patents
The role of varying information quantity in ads on immediate and enduring cross-media synergiesChatterjee, 2012
View PDF- Document ID
- 1083035339357889944
- Author
- Chatterjee P
- Publication year
- Publication venue
- Journal of Marketing Communications
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Snippet
Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them. However, if there are no differences in modality, it is unclear if mixed online–offline media usage can lead to cross …
- 238000011160 research 0 abstract description 73
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