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How Young Consumers’ Multiscreen Usage Habits Affect Advertising Effectiveness

13 Monday Apr 2015

Posted by Grewal Levy Marketing in Chapter 03: Social and Mobile Marketing, Chapter 19: Advertising, Public Relations and Sales Promotions

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advertising, Millennials, Mobile Marketing, multitasking

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When young consumers are watching television, they’re doing a lot more at the same time. In particular, their eyes are …

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Chapter 01: Overview of Marketing (81)
Chapter 02: Developing Marketing Strategies (152)
Chapter 03: Social and Mobile Marketing (174)
Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (183)
Chapter 05: Analyzing the Marketing Environment (243)
Chapter 06: Consumer Behavior (203)
Chapter 07: Business-to-Business Marketing (91)
Chapter 08: Global Marketing (129)
Chapter 09: Segmentation, Targeting and Positioning (164)
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Chapter 11: Product Branding and Packaging Decisions (224)
Chapter 12: Developing New Products (197)
Chapter 13: Services: The Intangible Product (158)
Chapter 14: Pricing Concepts for Establishing Value (105)
Chapter 15: Strategic Pricing Concepts (109)
Chapter 16: Supply Chain Management (124)
Chapter 17: Retailing and Multichannel Marketing (222)
Chapter 18: Integrated Marketing Communications (172)
Chapter 19: Advertising, Public Relations and Sales Promotions (203)
Chapter 20: Personal Selling and Sales Management (65)
Marketing Tidbits (49)
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