Title

Editorial: JBR Special issue on executional elements in advertising. Journal of Business Research

RIS ID

56091

Publication Details

Rossiter, J. R.(Ed.). (2012). Editorial: JBR Special issue on executional elements in advertising. Journal of Business Research. 65(6), 829-830.

Abstract

This special issue of JBR features ten new studies of executional elements in four broad forms of advertising: interactive TV advertising (the newest form), web advertising (the fastest evolving form), print advertising (the oldest and still the largest form), and radio advertising. The articles present many new and important findings, not published elsewhere.

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Link to publisher version (DOI)

http://dx.doi.org/10.1016/j.jbusres.2011.01.002