Browsing Graduate School - MU Theses and Dissertations (MU) by Title "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context"
Now showing items 1-1 of 1
-
Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context
(University of Missouri--Columbia, 2005)This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or ...