Moment-to-moment optimal branding in TV commercials : preventing avoidance by pulsing
Thales S. Teixeira; Michel Wedel; Rik Pieters
| Year of publication: |
2010
|
|---|---|
| Authors: | Teixeira, Thales S. ; Wedel, Michel ; Pieters, Rik |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 29.2010, 5, p. 783-804
|
| Subject: | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Mediennutzung | Media usage | Markenführung | Brand management | Probit-Modell | Probit model | Experiment |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008702239