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Articles (8)

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1-8 of 8 results for optimal media budget allocation

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Select article: A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

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Research article

First published 2009-11

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

Prasad A. Naik, Kay Peters

Journal of Interactive Marketing

Select article: Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign

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Research article

First published 2013-8

Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign

Peter J. Danaher, Tracey S. Dagger

Journal of Marketing Research

Select article: Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising

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Research article

First published 2018-8

Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising

Courtney Paulson, Lan Luo, Gareth M. James

Journal of Marketing Research

Select article: Optimal Microtargeting of Advertising

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Research article

First published 2023-6

Optimal Microtargeting of Advertising

Peter J. Danaher

Journal of Marketing Research

Select article: Optimal Resource Allocation with Time-varying Marketing Effectiveness,Margins and Costs ☆

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Research article

First published 2012-2

Optimal Resource Allocation with Time-varying Marketing Effectiveness,Margins and Costs ☆

Kalyan Raman, Murali K. Mantrala, Shrihari Sridhar [...]

Journal of Interactive Marketing

Select article: Strategic new product media planning under emergent channel substitution and synergy

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Research article

First published 2022-05

Strategic new product media planning under emergent channel substitution and synergy

Vahideh Sadat Abedi, Oded Berman, Fred M. Feinberg [...]

Production and Operations Management

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

Open access

Research article

First published 2025-7

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

J. Jason Bell, Felipe Thomaz, Andrew T. Stephen

Journal of Marketing

Select article: Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Open access

Research article

First published 2025-2

Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Ashish Kumar, Daniel Rayne, Jari Salo [...]

Australasian Marketing Journal

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