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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

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)
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Chapter 03: Social and Mobile Marketing (176)
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Chapter 05: Analyzing the Marketing Environment (243)
Chapter 06: Consumer Behavior (204)
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Chapter 09: Segmentation, Targeting and Positioning (164)
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Chapter 11: Product Branding and Packaging Decisions (224)
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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 (204)
Chapter 20: Personal Selling and Sales Management (65)
Marketing Tidbits (49)
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