How viewer tuning, presence, and attention respond to ad content and predict brand search lift
Year of publication: |
2022
|
---|---|
Authors: | McGranaghan, Matthew ; Liaukonyte, Jura ; Wilbur, Kenneth C. |
Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 41.2022, 5, p. 873-895
|
Subject: | ad avoidance | ad content | ad response | advertising | attention | audience measurement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Wahrnehmung | Perception | Mediennutzung | Media usage | Fernsehwerbung | Television advertising | Markenartikel | Brand | Online-Marketing | Internet marketing | Messung | Measurement | Markenführung | Brand management |
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