Martin, Brett A.S.; Thuy‐Uyen Le Nguyen, Vicky; Wi, … - In: Marketing Intelligence & Planning 20 (2002) 1, pp. 44-48
Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated while watching television. An issue which is yet to be examined in the literature. Reports on an experiment which...