Internet Vs. Tv Advertising A Brand-building Comparison

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Rest is split almost 50/50 between watching TV (113 minutes) or using the internet on laptops and PCs assesses how to convert the time spent into brand building. and 23% for tablets. Combined with minutes spent, this still makes TV a more appealing overall advertising medium (Figure 1 ... Document Viewer

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WESLEY R. HARTMANN
Draganska, M, W.R. Hartmann and G. Stanglein (2014), "Internet vs. TV Advertising: A Brand-Building Comparison," Journal of Marketing Research, 51(5), 578-590. Gordon, B. and W.R. Hartmann (2013), "Advertising Effects in Presidential Elections," Marketing ... View Doc