{"title":"The Air War vs. the Ground Game: An Analysis of Multichannel Marketing in U.S. Presidential Elections","authors":"Lingling Zhang, Doug J. Chung","doi":"10.1287/MKSC.2020.1241","DOIUrl":null,"url":null,"abstract":"This study jointly examines the heterogeneous effects of television advertising and field operations in U.S. presidential elections.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Mark. Sci.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1287/MKSC.2020.1241","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 3
Abstract
This study jointly examines the heterogeneous effects of television advertising and field operations in U.S. presidential elections.
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