How much does ad sequence matter? : economic implications of consumer zapping and the zapping-induced externality in the television advertising market
Year of publication: |
2023
|
---|---|
Authors: | Shi, Yang ; Kim, Jun B. ; Zhao, Ying |
Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 52.2023, 2, p. 229-246
|
Subject: | Fernsehwerbung | Television advertising | Fernsehnutzung | Television usage |
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