„… AdvertisingHierarchy-of-Effects, in: Journal of Advertising Research,Vol. 40, January/April, pp. 35–42.Chattopadhyay, A./Negungadi …” „… . (1986): Affective Responses Mediating Acceptance of Advertising, in: Journal of Consumer Research,Vol …” „… ): Personalized vs. Standard Advertising on the Internet: Does it Work?, in: Wierenga, B./Smidts,A./Antonides, G …”

„… : „Unfortunately, the advertising of financial servicesis an understudied area“ (Albers-Miller/Straughan 2000,S …” „… Effekteklassifiziert werden.LiteraturverzeichnisAC Nielsen (2002): Advertising expenditures in Germany 2001 …” „… , D./Gandhi, N. (1992): Services Advertising: A Framework toits Effectiveness, in: Journal of Services …”

„… Verbal Learning: Implications for Research on Advertising Repetition andConsumer Memory“ von Chris …”

„… aggregate market response models are defined as sums (e. g., of sales, of advertising budgets) or averages …” „… effects such as advertising goodwill. Independent variables of market response models typically consist of …” „… instruments like advertising, shelf space, sales effort, etc. concave functions are empirically supported. In …”

„… prominent marketing example comes from research on advertising effectiveness, which revealed that the effect …” „… different model groups and the interpretation of respective results with an example from advertising …” „… is advertising effectiveness, which represents a classic topic in marketing research and provides a …”

„… , toothbrushes, ketchup, detergent) and found that for most brands, TV advertising increases consumers’ marginal …” „… understanding of advertising effects. Horsky et al. (2006) used a M-MNL model to analyse toothpaste brand choice …” „… price and advertising signal product quality. Marketing Science, 27(6), 1111–1125. Fader, P. S., Lattin …”

„… Modeling in the Journal of Advertising: Review and Recommendations. Journal of Advertising, 46(1), 163–177 …”

„… (e.g., Calli et al. 2012 conducted a longitudinal analysis to analyse whether advertising effects vary …”

„… erfahrenen Online-Nutzern, müsste ihre Rolle in Advertising-Strategien für Kampagnen mit breit beschriebenen …” „… Suchmaschinen-Anzeigen bzw. „Keyword Advertising“) oder „getarnt“ („virale Werbung“, vgl. Phelps et al. 2004). Da sich …” „… gebräuchlichen Formen sind Keyword Advertising (die Platzierung thematisch passender Anzeigen in den …”

„… . Abbildung der Effekte in WerbewirkungsfunktionenEine Werbewirkungsfunktion (advertising response function …” „… , D.R. Lehmann, How Advertising AffectsSales: Meta-Analysis of Econometric Results, in: Journal …” „… MultithemeAdvertising: Tracking the Advertising Sales Relationship withParticle Filters, in: Marketing Science, Vol. 27 …”

„… haben. LiteraturAnderson, S. P., & Jullien, B. (2016). The advertising-financed business model in …” „… ., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). Inefficiencies in Digital Advertising …” „… . (2022). Off-line versus Online Video Advertising Spending Behavior–A Detailed Report of an Empirical …”

„… ). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Sci-ence …” „… social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38–54 …”