Know your enemy: How competitive advertising investments moderate advertising effectiveness in high- and low-informative media channels

Felix Wasser, Goetz Greve, Oliver Schnittka, Marius Johnen, Julian Hofmann

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Original language	English
Title of host publication	Proceedings of the European Marketing Academy
Number of pages	10
Publisher	European Marketing Academy
Publication date	2021
Publication status	Published - 2021
Event	European Marketing Academy Annual Conference - online via zoom, Madrid , Spain Duration: 25. May 2021 → 28. May 2021 Conference number: 50 http://www.emac2021conference.org/r/default.asp?iId=JDDGMM

Conference	European Marketing Academy Annual Conference
Number	50
Location	online via zoom
Country/Territory	Spain
City	Madrid
Period	25/05/2021 → 28/05/2021
Internet address	http://www.emac2021conference.org/r/default.asp?iId=JDDGMM

Cite this

@inproceedings{eefa21b729f443d8acda43ec41434735,

title = "Know your enemy: How competitive advertising investments moderate advertising effectiveness in high- and low-informative media channels",

author = "Felix Wasser and Goetz Greve and Oliver Schnittka and Marius Johnen and Julian Hofmann",

year = "2021",

language = "English",

booktitle = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy",

note = "European Marketing Academy Annual Conference, EMAC ; Conference date: 25-05-2021 Through 28-05-2021",

url = "http://www.emac2021conference.org/r/default.asp?iId=JDDGMM",

}

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Know your enemy

T2 - European Marketing Academy Annual Conference

AU - Wasser, Felix

AU - Greve, Goetz

AU - Schnittka, Oliver

AU - Johnen, Marius

AU - Hofmann, Julian

N1 - Conference code: 50

PY - 2021

Y1 - 2021

M3 - Article in proceedings

BT - Proceedings of the European Marketing Academy

PB - European Marketing Academy

Y2 - 25 May 2021 through 28 May 2021

ER -