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The Long-Term ROI of TV Advertising in a Digital World Cover

The Long-Term ROI of TV Advertising in a Digital World

NIM Marketing Intelligence Review
Volume 7 (2015): Issue 1 (May 2015)
By: Raimund Wildner and  Guido Modenbach  
Open Access
|Apr 2015

References

  1. Jones, John Philip (1998): How Advertising Works, Sage Publications 199810.4135/9781452231501.n26
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  2. Wildner, Raimund; Kindelmann, Klaus (1997): “TV Advertising Effectiveness: How to Measure and Judge TV Ads’ Effectiveness with Single Source Data,” from the seminar The Revolution in Panel Research, ESOMAR, Munich and Amsterdam 1997
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DOI: https://doi.org/10.1515/gfkmir-2015-0008 | Journal eISSN: 2628-166X
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Language: English
Page range: 54 - 60
Published on: Apr 23, 2015
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
TV advertising,
Advertising Effect,
Marketing ROI,
Long-Term Effects
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2015 Raimund Wildner, Guido Modenbach, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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