An Experimental Approach to Testing IMC Effects on Consumer Attitudes, Behavioral Intentions and Recall
The objective of this study is twofold: to build upon the thin body of academic experimental research in the field of Integrated Marketing Communications (IMC), and to provide practitioners with methods they can use to test the effectiveness of marketing communication campaigns. On the first account...
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| Autor principal: | |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Georgia Southern University
2011-11-01
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| Col·lecció: | Journal of Applied Marketing Theory |
| Accés en línia: | https://digitalcommons.georgiasouthern.edu/jamt/vol2/iss2/3 |
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