| Authors |
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| Publication date |
2013
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| Host editors |
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S. Rosengren
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M. Dahlén
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S. Okazaki
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| Book title |
Advances in advertising research (Vol. IV) The changing roles of advertising
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| ISBN |
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| Event |
11th ICORIA (International Conference on Research in Advertising)
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| Pages (from-to) |
187-200
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| Publisher |
Wiesbaden: Springer Gabler
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| Organisations |
-
Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
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| Abstract |
In the current media landscape, advertisers can choose numerous media for their advertising campaigns. Not surprisingly, almost every campaign in the Netherlands makes use of more than one medium (Bronner, Neijens and Van Raaij, 2003). While we are not familiar with international statistics, it can be expected that the Netherlands is not an exception regarding the widespread usage of multiple media in one campaign.
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| Document type |
Conference contribution
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| Language |
English
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| Published at |
https://doi.org/10.1007/978-3-658-02365-2_14
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