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The Long-Term ROI of TV Advertising in a Digital World

Author

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  • Wildner Raimund

    (Managing Director and Vice President of GfK Verein and Professor of Business Administration and Statistics at the University of Erlangen-Nuremberg, Germany)

  • Modenbach Guido

    (Managing Director of Seven One Media, Munich, Germany)

Abstract

No abstract is available for this item.

Suggested Citation

  • Wildner Raimund & Modenbach Guido, 2015. "The Long-Term ROI of TV Advertising in a Digital World," GfK Marketing Intelligence Review, Sciendo, vol. 7(1), pages 54-60, May.
    • Handle: RePEc:vrs:gfkmir:v:7:y:2015:i:1:p:54-60:n:8
    DOI: 10.1515/gfkmir-2015-0008
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    Cited by:

    1. Zenetti, German & Klapper, Daniel, 2016. "Advertising Effects Under Consumer Heterogeneity – The Moderating Role of Brand Experience, Advertising Recall and Attitude," Journal of Retailing, Elsevier, vol. 92(3), pages 352-372.

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