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Relative Effectiveness of Print and Digital Advertising: A Memory Perspective:
Journal article   Peer reviewed

Relative Effectiveness of Print and Digital Advertising: A Memory Perspective:

Vinod Venkatraman, Angelika Dimoka, Khoi Vo and Paul A. Pavlou
Journal of Marketing Research, Vol.58(5), pp.827-844
2021
DOI: https://doi.org/10.1177/00222437211034438

Abstract

The exponential growth in digital media has recently challenged the value of print media in the overall marketing mix. Across three studies, the authors evaluate the relative effectiveness of print...
url
https://lens.org/071-258-478-142-002View
url
https://journals.sagepub.com/doi/10.1177/00222437211034438View
url
http://journals.sagepub.com/doi/10.1177/00222437211034438View

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InCites Highlights

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Collaboration types
Domestic collaboration
Citation topics
1 Clinical & Life Sciences
1.7 Neuroscanning
1.7.631 Prospective Memory
Web Of Science research areas
Business
ESI research areas
Economics & Business

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