Beyond the pair: media archetypes and complex channel synergies in advertising
Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is detached from practice where (i) marketers decide between an increasingly large number of media channels, (ii) medi...
| Main Authors: | , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
SAGE Publications
2024
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