Media Multiplexing Behavior: Implications for Targeting and Media Planning
Published Online:23 Jan 2013https://doi.org/10.1287/mksc.1120.0759
Supplemental Material
mksc.1120.0759-sm-web-appendix.pdf (797 KB)
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Volume 32, Issue 2
March-April 2013
Pages 191-363
Article Information
Supplemental Material
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Information
- Received:June 22, 2011
- Accepted:September 26, 2012
- Published Online:January 23, 2013
Copyright © 2013, INFORMS
Cite as
Chen Lin, Sriram Venkataraman, Sandy D. Jap, (2013) Media Multiplexing Behavior: Implications for Targeting and Media Planning. Marketing Science 32(2):310-324.
https://doi.org/10.1287/mksc.1120.0759
Keywords
