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| Tekijä: | Putte, B. van den |
| Otsikko: | What matters most in advertisign campaigns? The relative effect of media expenditure and message content strategy |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:4, p. 669-690 |
| Asiasana: | advertising campaigns consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | Three factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. The relative strength of each of these influences is investigated in this study. Four possible campaign targets are taken into account. The findings show that after controlling for the effect of previous purchase behaviour, the effect of message content strategy is larger than the effect of advertising expenditure. More media expenditure positively influences campaign recall and influences brand recall and purchase intention of small brands. |
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