Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing
| Year of publication: |
2010
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|---|---|
| Authors: | Teixeira, Thales S. ; Wedel, Michel ; Pieters, Rik |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 29.2010, 5 (12.9.), p. 783-805
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