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Switching before the pitch : exploring television channel changing before the ads even start
Kent, Robert J. - In: Journal of marketing communications 19 (2013) 5, pp. 377-386
Persistent link: https://www.econbiz.de/10010227707
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Is children's understanding of nontraditional advertising comparable to their understanding of television advertising?
Owen, Laura J.; Lewis, Charlie; Auty, Susan; Buijzen, Moniek - In: Journal of public policy & marketing : JPP & M ; an … 32 (2013) 2, pp. 195-206
Persistent link: https://www.econbiz.de/10010228560
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Perception of television advertising from China's young generation
Li, Lijie; Scaringella, Laurent - In: The journal of applied business research 30 (2014) 4, pp. 1031-1052
Persistent link: https://www.econbiz.de/10010400629
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Examining the impact of television-program-induced emotions on online word-of-mouth toward television advertising
Nian, Tingting; Hu, Yuheng; Chen, Cheng - In: Information systems research : ISR 32 (2021) 2, pp. 605-632
Persistent link: https://www.econbiz.de/10012599905
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Impact of political television advertisements on viewers' response to subsequent advertisements
Fossen, Beth L.; Mallapragada, Girish; De, Anwesha - In: Marketing science : the marketing journal of the … 40 (2021) 2, pp. 305-324
Persistent link: https://www.econbiz.de/10012504957
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The impact of informational and emotional television ad content on online search and sales
Guitart, Ivan A.; Stremersch, Stefan - In: Journal of marketing research 58 (2021) 2, pp. 299-320
Persistent link: https://www.econbiz.de/10012492707
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Price dispersion and legacy discounts in the national television advertising market
Hristakeva, Sylvia; Mortimer, Julie Holland - In: Marketing science 42 (2023) 6, pp. 1162-1183
Persistent link: https://www.econbiz.de/10014436780
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Ad typicality judgments in the processing of creative television ads
Peterson, Mark; Malhotra, Naresh K. - In: International journal of advertising : the review of … 42 (2023) 2, pp. 288-316
Persistent link: https://www.econbiz.de/10014234025
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Digital engagement with Super Bowl commercials : analysing likeability, length, and mood
Loveland, Karen Ann; Smith, Katherine Taken; Smith, L. … - In: International journal of sport management and marketing … 23 (2023) 4, pp. 275-289
Persistent link: https://www.econbiz.de/10014311030
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Investigating the impact of television advertising and eWOM on brand equity creation
Ruzzier, Maja Konečnik; Petek, Nusa - In: Market : review for marketing theory and practice 34 (2022) 2, pp. 127-143
Persistent link: https://www.econbiz.de/10013535721