Consumer-driven media planning and buying
Author:
Affiliation:
1. Department of Integrated Marketing Communications, Northwestern University , Evanston, IL, USA
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2016.1185833
Reference63 articles.
1. The association between media multitasking, task-switching, and dual-task performance.
2. A Review and Critique of the Hierarchy of Effects in Advertising
3. Social media and consumer choice
4. Addressing New Media with Conventional Media Planning
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