The impact of the length of preceding and succeeding ads on television advertising effectiveness
Yongick Jeong
| Year of publication: |
June 2017
|
|---|---|
| Authors: | Jeong, Yongick |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 4, p. 385-399
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| Subject: | proaction effect | retroaction effect | length configuration | commercial length | advertising effectiveness | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Werbung | Advertising | Dauer | Duration | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1048272 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011743987