@inbook{8d90280f7d5d4ceea938ed35b70a671b,
title = "Advertising effectiveness and media exposure",
abstract = "This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.",
author = "Danaher, {Peter J.}",
year = "2017",
doi = "10.1007/978-3-319-56941-3_15",
language = "English",
isbn = "978319569390",
series = "International Series in Operations Research and Management Science",
publisher = "Springer",
pages = "463--481",
editor = "Berend Wierenga and {van der Lans}, Ralf",
booktitle = "Handbook of Marketing Decision Models",
edition = "2nd",
}