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Danaher et al., 2013 - Google Patents

Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign

Danaher et al., 2013

Document ID
11569236770714001307
Author
Danaher P
Dagger T
Publication year
Publication venue
Journal of Marketing Research

External Links

Snippet

In this study, the authors develop an inexpensive method to help firms assess the relative effectiveness of multiple advertising media. Specifically, they use a firm's loyalty program database to capture media exposure, through an online media survey, for all the media in …
Continue reading at journals.sagepub.com (other versions)

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