Context effects of TV programme-induced interactivity and telepresence on advertising responses
Verolien Cauberghe; Maggie Geuens; Patrick De Pelsmacker
| Year of publication: |
2011
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|---|---|
| Authors: | Cauberghe, Verolien ; Geuens, Maggie ; Pelsmacker, Patrick de |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 30.2011, 4, p. 641-663
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| Subject: | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Fernsehprogramm | Television programme | Interaktive Medien | Interactive media |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009349595