Measuring Multichannel Advertising Response
Measuring Multichannel Advertising Response
About this item
Full title
Author / Creator
Publisher
Linthicum: INFORMS
Journal title
Language
English
Formats
Publication information
Publisher
Linthicum: INFORMS
Subjects
More information
Scope and Contents
Contents
Advances in data collection have made it increasingly easy to collect information on advertising exposures. However, translating this seemingly rich data into measures of advertising response has proven difficult, largely because of concerns that advertisers target customers with a higher propensity to buy or increase advertising during periods of...
Alternative Titles
Full title
Measuring Multichannel Advertising Response
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_gale_infotracgeneralonefile_A502001161
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_gale_infotracgeneralonefile_A502001161
Other Identifiers
ISSN
0025-1909
E-ISSN
1526-5501
DOI
10.1287/mnsc.2016.2451
