Media vehicles as media context in advertising: The influence on perception of unknown vs. well-established brands
In today's dynamic media environment, different media vehicles are emerging as brands in their own right, with distinctive brand personalities and associations. The characteristics of media environment make media selection more challenging than ever before, both for advertisers and marketing ag...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2019-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2019/0354-34711903217J.pdf |