Empirical Generalizations: New Laws for Digital Marketing: How Advertising Research Must Change

• Autores: Yoram (Jerry) Wind, Byron Sharp, Karen Nelson-Field
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 2, 2013, págs. 175-180
• Idioma: inglés
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• Resumen

  • The article reports on the second "Empirical Generalizations in Advertising" conference held at the Wharton School of the University of Pennsylvania in Philadelphia, Pennsylvania, in June 2012. It discusses conference sessions dealing with topics including social media marketing, Internet advertising, and methodological issues in advertising effectiveness research.