Identifying the Relevant Factors in Newspaper Advertising Effectiveness

This study explores several factors in order to establish which are the most important in driving local newspaper readers to buy, visit shops and look for additional information about products or services promoted by ads. The behavior in the process of buying is a consequence of a complex interplay...

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Detalles Bibliográficos

Autores principales:	Benavides, Cristobal, Leiva, Ricardo
Formato:	Artículo
Lenguaje:	inglés
Publicado:	Universidad de La Sabana: Facultad de Comunicación Social y Periodismo 2014
Materias:	Advertising newspaper effectiveness media marketing
Acceso en línea:	https://dialnet.unirioja.es/servlet/oaiart?codigo=4973630
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