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Ad gist : ad communication in a single eye fixation

Pieters, Rik; Wedel, Michel - In: Marketing science : the marketing journal of the … 31 (2012) 1, pp. 59-73

Persistent link: https://www.econbiz.de/10009511628

Analyst earning forecasts and advertising and R&D budgets : role of agency theoretic monitoring and bonding costs

Elsen, Millie; Pieters, Rik; Wedel, Michel - In: Journal of marketing research : JMR 53 (2016) 4, pp. 563-579

Persistent link: https://www.econbiz.de/10011537829

The buffer effect : the role of color when advertising exposures are brief and blurred

Wedel, Michel; Pieters, Rik - In: Marketing science : the marketing journal of the … 34 (2015) 1, pp. 134-143

Persistent link: https://www.econbiz.de/10010497612

Heads up : head movements during ad exposure respond to consumer goals and predict brand memory

Pieters, Rik; Wedel, Michel - In: Journal of business research : JBR 111 (2020), pp. 281-289

Persistent link: https://www.econbiz.de/10012237814

"Low involvement" message reception : processes and advertising implications

Batra, Rajeev - 1984

Persistent link: https://www.econbiz.de/10000734103

Integrating marketing communications : new findings, new lessons, and new ideas

Batra, Rajeev; Keller, Kevin Lane - In: Journal of marketing 80 (2016) 6, pp. 122-145

Persistent link: https://www.econbiz.de/10011621583

The role of market orientation in advertising spending during economic collapse : the case of Turkey in 2001

Özturan, Peren; Ozsomer, Aysegul; Pieters, Rik - In: Journal of marketing research : JMR 51 (2014) 2, pp. 139-152

Persistent link: https://www.econbiz.de/10010362221

Upfront, Mystery, and False Front Advertising : Why Their Effects on Consumer Evaluation Depend on Exposure Duration

Elsen, Millie - 2014

This research compares three strategies that ads can use to convey which product and brand they promote, and it tests how these affect consumer evaluation and the resulting attitudes towards the ad and brand, under exposure durations that range from brief to long. Upfront ads immediately convey...

Persistent link: https://www.econbiz.de/10013051722