The Air War vs. the Ground Game: An Analysis of Multichannel Marketing in U.S. Presidential Elections

Lingling Zhang; Doug J. Chung

doi:10.1287/mksc.2020.1241

The Air War vs. the Ground Game: An Analysis of Multichannel Marketing in U.S. Presidential Elections

¹ Robert H. Smith School of Business, University of Maryland, College Park, Maryland 20742 · ² Harvard Business School, Harvard University, Boston, Massachusetts 02163

Marketing Science 2020

This study jointly examines the heterogeneous effects of television advertising and field operations in U.S. presidential elections.

DOI: 10.1287/mksc.2020.1241
Volume: 39 (5)
Pages: 872-892
Language: en
Export: BibTeX
Sources: crossref