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Online Focus Groups
Online Focus Groups
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Online Focus Groups

Stewart, David W. ; Shamdasani, Prem

Journal of advertising, 2017-01, Vol.46 (1), p.48-60 [Periódico revisado por pares]

Abingdon: Routledge

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2
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
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A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Gordon, Brett R ; Zettelmeyer, Florian ; Bhargava, Neha ; Chapsky, Dan

Marketing science (Providence, R.I.), 2019-03, Vol.38 (2), p.193-225 [Periódico revisado por pares]

Linthicum: INFORMS

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3
Consumers' Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?
Consumers' Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?
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Consumers' Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?

Franke, Claudia ; Groeppel-Klein, Andrea ; Müller, Katrin

Journal of advertising, 2023-08, Vol.52 (4), p.523-539 [Periódico revisado por pares]

Abingdon: Routledge

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4
Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns
Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns
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Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns

Bilby, Julie ; Koslow, Scott ; Sasser, Sheila L.

Journal of advertising, 2023-01, Vol.52 (1), p.57-74 [Periódico revisado por pares]

Abingdon: Routledge

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5
When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?
When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?
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When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?

Koslow, Scott ; Sameti, Ardalan ; van Noort, Guda ; Smit, Edith G. ; Sasser, Sheila L.

Journal of advertising, 2022-07, Vol.51 (3), p.385-405 [Periódico revisado por pares]

Abingdon: Routledge

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6
One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising
One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising
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One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising

Heitmann, Mark

NIM Marketing Intelligence Review, 2024-05, Vol.16 (1), p.56-61 [Periódico revisado por pares]

Nuremberg: De Gruyter Poland

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7
Understanding Advertising Client-Agency Relationships in China: A Multimethod Approach to Investigate Guanxi Dimensions and Agency Performance
Understanding Advertising Client-Agency Relationships in China: A Multimethod Approach to Investigate Guanxi Dimensions and Agency Performance
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Understanding Advertising Client-Agency Relationships in China: A Multimethod Approach to Investigate Guanxi Dimensions and Agency Performance

Chu, Shu-Chuan ; Cao, Yang ; Yang, Jing ; Mundel, Juan

Journal of advertising, 2019-10, Vol.48 (5), p.473-494 [Periódico revisado por pares]

Abingdon: Routledge

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8
Television Advertising and Online Search
Television Advertising and Online Search
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Television Advertising and Online Search

Joo, Mingyu ; Wilbur, Kenneth C. ; Cowgill, Bo ; Zhu, Yi

Management science, 2014-01, Vol.60 (1), p.56-73 [Periódico revisado por pares]

Linthicum: INFORMS

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9
Advertiser Risk Taking, Campaign Originality, and Campaign Performance
Advertiser Risk Taking, Campaign Originality, and Campaign Performance
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Advertiser Risk Taking, Campaign Originality, and Campaign Performance

Wang, Guangping ; Dou, Wenyu ; Li, Hairong ; Zhou, Nan

Journal of advertising, 2013-01, Vol.42 (1), p.42-53 [Periódico revisado por pares]

Abingdon: Taylor & Francis Group

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10
The Effects of Search Advertising on Competitors: An Experiment Before a Merger
The Effects of Search Advertising on Competitors: An Experiment Before a Merger
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The Effects of Search Advertising on Competitors: An Experiment Before a Merger

Golden, Joseph ; Horton, John Joseph

Management science, 2021-01, Vol.67 (1), p.342-362 [Periódico revisado por pares]

Linthicum: INFORMS

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