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Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising.

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Bibliographic Details
Title: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising.
Authors: Bell, J. Jason1 (AUTHOR) jason.bell@sbs.ox.ac.uk, Thomaz, Felipe1 (AUTHOR) felipe.thomaz@sbs.ox.ac.uk, Stephen, Andrew T.2 (AUTHOR) andrew.stephen@sbs.ox.ac.uk
Source: Journal of Marketing. Jul2025, Vol. 89 Issue 4, p99-119. 21p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429241302808