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Effects of offline ad content on online brand search : insights from super bowl advertising

Chandrasekaran, Deepa; Srinivasan, Raji; Sihi, Debika - In: Journal of the Academy of Marketing Science 46 (2018) 3, pp. 403-430

Persistent link: https://www.econbiz.de/10011879695

Sponsorship effect metric : assessing the financial value of sponsoring by comparisons to television advertising

Olson, Erik L.; Thjømøe, Hans Mathias - In: Journal of the Academy of Marketing Science 37 (2009) 4, pp. 505-515

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Enhancing television advertising : same-language subtitles can improve brand recall, verbal memory, and behavioral intent

Brasel, S. Adam; Gips, James - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 322-336

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Competitive advertising strategies for programmatic television

Guitart, Ivan A.; Hervet, Guillaume; Gelper, Sarah - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 753-775

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Online program engagement and audience size during television ads

Fossen, Beth L.; Bleier, Alexander - In: Journal of the Academy of Marketing Science 49 (2021) 4, pp. 743-761

Persistent link: https://www.econbiz.de/10012587469

Online program engagement and audience size during television ads

Fossen, Beth L.; Bleier, Alexander - In: Journal of the Academy of Marketing Science 49 (2021) 4, pp. 743-761

This research explores how television viewers' online program engagement (OPE)—engagement in social media conversations about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 ad instances, volume and deviation measures of...

Persistent link: https://www.econbiz.de/10014501316