The advertising literature and communications literature offer many (sometimes conflicting)
media recommendations for the different types of products and services. We attempt to …

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 …

Generally, preference toward an advertising media is judged by company-driven
effectiveness assessment parameters such as reach, frequency, sales and return on …

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 …

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 …