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Current Issues and Research in Advertising Volume 8, 1985 - Issue 2
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Original Articles

Advertising Decision Models: A Managerial Review

R. Dale Wilson
&
Karen A. Machleit
Pages 99-187 | Published online: 18 May 2012

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Michael J. Valos, Vanya Louise Maplestone, Michael Jay Polonsky & Mike Ewing. (2017) Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management 33:17-18, pages 1522-1558.
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Enrique Bigné. (1990) Advertising Media Planning in Spain: Models and Current Usages. International Journal of Advertising 9:3, pages 205-218.
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