Qualitative effects of media on advertising effectiveness

Edward C. Malthouse and Bobby J. Calder

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness.

Qualitative Effects of Media on Advertising Effectiveness

Bobby J. CalderKellogg School of Management, Northwestern University, United States

Edward C. MalthouseIntegrated Marketing Communications, Medill School of Journalism, Northwestern University, United...

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