Ad ratings when a marketer runs two commercial messages in one television program episode
Robert J. Kent and Srinivasan Swaminathan
| Year of publication: |
2019
|
|---|---|
| Authors: | Kent, Robert J. ; Swaminathan, Srinivasan |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 25.2019, 4, p. 385-402
|
| Subject: | ad ratings | double spotting | lead-in effects | Television commercials | television programs | Fernsehprogramm | Television programme | Fernsehwerbung | Television advertising | Hörfunkwerbung | Radio advertising | Werbewirkung | Advertising effects | Fernsehen | Television |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2016.1261302 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203318