Evaluating return on investment of multimedia advertising with a single-source panel: A retail case study

Journal of Advertising Research

Volumn 44, Issue 3, 2004, Pages 262-

  Fitzgerald, Joan ^a  

^a Arbitron Inc   (United States)

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EID: 24644458081     PISSN: 00218499     EISSN: None     Source Type: Journal    
DOI: 10.1017/S0021849904040309     Document Type: Article

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