Browsing UTSA Faculty and Staff Works by Author "Nelson, Richard"

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    • Improving the media mix: how promotional products enhance advertising impact 

      Liu, Fang; LeBlanc, H. Paul, III; Kanso, Ali; Nelson, Richard (Journal of Marketing Communications;, 2022-03-23)
      Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to ...