Practitioners’ view of the role of OOH advertising media in IMC campaigns
Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different o...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Split, Faculty of Economics
2016-12-01
|
| Series: | Management : Journal of Contemporary Management Issues |
| Online Access: | http://hrcak.srce.hr/file/252681 |