Billboard and cinema advertising: Missed opportunity or spoiled arms?

International Journal of Research in Marketing

Volumn 31, Issue 4, 2014, Pages 425-433

  Frison, Steffi ^a   Dekimpe, Marnik G ^a,b   Croux, Christophe ^a   De Maeyer, Peter ^c  

^a UNIVERSITY OF LEUVEN   (Belgium)

^b TILBURG UNIVERSITY   (Netherlands)

^c MAHIDOL UNIVERSITY   (Thailand)

Author keywords

Advertising elasticity; Billboard advertising; Cinema advertising; Media usage; Sales response

Indexed keywords

EID: 84919600888     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2014.05.004     Document Type: Article

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