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Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising

J. Jason Bell, Felipe Thomaz, Andrew T. Stephen
Year2024
VenueJournal of Marketing
Typearticle
Citations4
DOI10.1177/00222429241302808
OpenAlexW4404443430

Topics

Marketing and Advertising StrategiesArchetypeAdvertisingChannel (broadcasting)BusinessComputer science