Dec 13, 2014

The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections — HBS Working Knowledge

For United States presidential elections, mass media advertising has been referred to as the air war while targeted personal selling is the ground game. Firms, too, increasingly use both mass media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, the authors jointly examine the effect of mass media advertising and personal...

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