How viewer tuning, presence, and attention respond to ad content and predict brand search lift
Matthew McGranaghan, Jura Liaukonyte, Kenneth C. Wilbur
| Year of publication: |
2022
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|---|---|
| Authors: | McGranaghan, Matthew ; Liaukonyte, Jura ; Wilbur, Kenneth C. |
| Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 41.2022, 5, p. 873-895
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| Subject: | ad avoidance | ad content | ad response | advertising | attention | audience measurement | Konsumentenverhalten | Consumer behaviour | Wahrnehmung | Perception | Werbewirkung | Advertising effects | Werbung | Advertising | Markenartikel | Brand | Mediennutzung | Media usage | Fernsehwerbung | Television advertising | Online-Marketing | Internet marketing | Messung | Measurement |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2021.1344 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013373615