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Published in 2018 at "Journal of Promotion Management"
DOI: 10.1080/10496491.2018.1536618
Abstract: Abstract This article explores media preferences of advertisers in Least Developed Countries (LDCs) using the case of Ethiopia. Study 1 demonstrates that billboards are the most popular medium in an LDC. Study 2 builds on…
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Keywords:
least developed;
meaning effectiveness;
case ethiopia;
developed countries ... See more keywords