Does the choice of a medium, by which a company's advertising message is carried, communicate something about that company's commitment to act responsibly towards the …
TA Chowdhury - Journal of Marketing Communications, 2018 - Taylor & Francis
Generally, preference toward an advertising media is judged by company-driven effectiveness assessment parameters such as reach, frequency, sales and return on …
TA Chowdhury, TE Tushi - Journal of Asia-Pacific Business, 2016 - Taylor & Francis
Historically, media choice criteria have mostly been company driven. This article offers a four- dimensional 17-item media effectiveness assessment index as perceived by young …
S Kadia - Integrated Marketing Communications for Public Policy …, 2022 - Springer
In today's context, Integrated Marketing Communications (IMC) has attained recognition amongst the communication-related policy and strategy makers. The main reason behind …
Advertising is at the heart of any effective marketing communication campaign since it is a cost effective tool at communicating to masses of people. However, selecting the appropriate …
The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital …
Research motives and goals: Brand managers currently face four main challenges in media selection. Firstly, media selection is becoming increasingly complex as the media landscape …