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How reliable are neuromarketers' measures of advertising effectiveness : data from ongoing research holds no common truth among vendors

Varan, Duane; Lang, Annie; Barwise, Patrick; Weber, Rene; … - In: Journal of advertising research 55 (2015) 2, pp. 176-191

Persistent link: https://www.econbiz.de/10011296207

Viewing time as a cross-media metric : comparing viewing time for video advertising on television and online

Bellman, Steven; Beal, Virginia; Wooley, Brooke; Varan, … - In: Journal of business research : JBR 120 (2020), pp. 103-113

Persistent link: https://www.econbiz.de/10012417105

The effects of commercial length on advertising impact : what short advertisements can and cannot deliver

Varan, Duane; Nenycz-Thiel, Magda; Kennedy, Rachel; … - In: Journal of advertising research 60 (2020) 1, pp. 54-70

Persistent link: https://www.econbiz.de/10012293496

Limited-interruption advertising in digital-video content

Brechman, Jean; Bellman, Steven; Rask, Amy; Varan, Duane - In: Journal of advertising research 56 (2016) 3, pp. 289-298

Persistent link: https://www.econbiz.de/10011595681

How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption

Bellman, Steven; Rask, Amy; Varan, Duane - In: Journal of marketing communications 25 (2019) 7, pp. 763-782

Persistent link: https://www.econbiz.de/10012203365

Best measures of attention to creative tactics in TV advertising : when do attention-getting devices capture or reduce attention?

Bellman, Steven; Nenycz-Thiel, Magda; Kennedy, Rachel; … - In: Journal of advertising research 59 (2019) 3, pp. 295-311

Persistent link: https://www.econbiz.de/10012118864

What makes a television commercial sell? : using biometrics to identify successful ads : demonstrating neuromeasures' potential on 100 mars brand ads with single-source data

Bellman, Steven; Nenycz-Thiel, Magda; Kennedy, Rachel; … - In: Journal of advertising research 57 (2017) 1, pp. 53-66

Persistent link: https://www.econbiz.de/10011707618

Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders - Personal video recorders (PVRs) may increase advertising avoidance but they also enable new adve...

Reading, Nicholas; Bellman, Steven; Varan, Duane; … - In: Journal of advertising research 46 (2006) 2, pp. 217-227

Persistent link: https://www.econbiz.de/10007379252

Interactive TV advertising: iTV ad executional factors

Bellman, Steven; Schweda, Anika; Varan, Duane - In: Journal of Business Research 65 (2012) 6, pp. 831-839

This study examines over 500 campaigns from the first six years of interactive TV (iTV) advertising in the United Kingdom, the market with one of the world's highest interactive digital TV penetration rates (90% of households). The study examines the effect on the interactive response rate of 96...

Persistent link: https://www.econbiz.de/10010869637

The Impact of Comedic Violence on Viral Advertising Effectiveness

Bellman, Steven; Schweda, Anika; Varan, Duane - In: Journal of advertising : official publication of the … 39 (2010) 1, pp. 49-67

Persistent link: https://www.econbiz.de/10008395101