Predictors of the gap between program and commercial audiences : an investigation using live tuning data
Year of publication: |
2010
|
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Authors: | Schweidel, David A. ; Kent, Robert J. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 74.2010, 3, p. 18-33
|
Subject: | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Messung | Measurement | Konsumentenverhalten | Consumer behaviour |
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