IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns

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@article{7a610559367749efb3f8de18acc1df8f,

title = "IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns",

author = "{van Riel}, Cees and {van Bruggen}, Gerrit",

year = "2003",

doi = "10.1057/palgrave.bm.2540145",

language = "Undefined/Unknown",

volume = "11",

pages = "22--33",

journal = "Journal of Brand Management",

issn = "1350-231X",

publisher = "Palgrave Macmillan Ltd.",

number = "1",

}

TY - JOUR

T1 - IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns

AU - van Riel, Cees

AU - van Bruggen, Gerrit

PY - 2003

Y1 - 2003

U2 - 10.1057/palgrave.bm.2540145

DO - 10.1057/palgrave.bm.2540145

M3 - Article

SN - 1350-231X

VL - 11

SP - 22

EP - 33

JO - Journal of Brand Management

JF - Journal of Brand Management

IS - 1

ER -