Programme-ad congruence: Integrating advertising and entertainment

Authors

Susan D. Myers, University of Central Arkansas
Marla B. Royne, University of Memphis
George Deitz, University of MemphisFollow

Publication Title

International Journal of Advertising

Recommended Citation

Myers, S., Royne, M., & Deitz, G. (2014). Programme-ad congruence: Integrating advertising and entertainment. International Journal of Advertising, 33 (1), 61-90. https://doi.org/10.2501/IJA-33-1-061-090