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To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance Cover

To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

NIM Marketing Intelligence Review
Volume 4 (2012): Issue 1 (May 2012)
By: Thales Teixeira,  Michel Wedel and  Rik Pieters  
Open Access
|Jul 2014

Authors

DOI: https://doi.org/10.2478/gfkmir-2014-0037 | Journal eISSN: 2628-166X
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Language: English
Page range: 14 - 23
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
TV Advertisement,
Commercial Avoidance,
Branding,
Attention,
Pulsing
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Thales Teixeira, Michel Wedel, Rik Pieters, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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