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Billboard and cinema advertising: Missed opportunity or spoiled arms?

Author

Listed:
  • Frison, Steffi
  • Dekimpe, Marnik G.
  • Croux, Christophe
  • De Maeyer, Peter

Abstract

Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on “smaller” media such as billboards and cinema, little is known on their effectiveness.

Suggested Citation

  • Frison, Steffi & Dekimpe, Marnik G. & Croux, Christophe & De Maeyer, Peter, 2014. "Billboard and cinema advertising: Missed opportunity or spoiled arms?," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 425-433.
    • Handle: RePEc:eee:ijrema:v:31:y:2014:i:4:p:425-433
    DOI: 10.1016/j.ijresmar.2014.05.004
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    References listed on IDEAS

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    Cited by:

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    3. Burmester, Alexa B. & Becker, Jan U. & van Heerde, Harald J. & Clement, Michel, 2015. "The impact of pre- and post-launch publicity and advertising on new product sales," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 408-417.
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    5. van Ewijk, Bernadette J. & Stubbe, Astrid & Gijsbrechts, Els & Dekimpe, Marnik G., 2021. "Online display advertising for CPG brands: (When) does it work?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 271-289.
    6. Holtrop, Niels & Wieringa, Jakob & Gijsenberg, Maarten & Stern, P., 2016. "Competitive reactions to personal selling," Research Report 16004-MARK, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    7. Jana Jaďuďová & Iveta Marková & Emília Hroncová & Jana Hroncová Vicianová, 2018. "An Assessment of Regional Sustainability through Quality Labels for Small Farmers’ Products: A Slovak Case Study," Sustainability, MDPI, vol. 10(4), pages 1-16, April.

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