Using interactive program-loyalty banners to reduce TV ad avoidance : is it possible to give viewers a reason to stay tuned during commercial breaks?
Stephen Richard Dix; Steven Bellman; Hanadi Haddad; Duane Varan
| Year of publication: |
2010
|
|---|---|
| Authors: | Dix, Stephen Richard ; Bellman, Steven ; Haddad, Hanadi ; Varan, Duane |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 50.2010, 2, p. 154-161
|
| Subject: | Fernsehwerbung | Television advertising | Mediennutzung | Media usage | Interaktive Medien | Interactive media | Australien | Australia |
| Extent: | Ill., graph. Darst. |
|---|---|
| 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/10003991902