Have a personal or library account? Click to login
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

References

  1. Pieters, R., M. Wedel and J. Zhang (2007), “Optimal feature advertising design under competitive clutter”, Management Science, 53 (11), 1,815 - 1,828.10.1287/mnsc.1070.0732
    Search in Google Scholar
  2. Siddarth, S. and A. Chattopadhyay (1998), “To zap or not to zap: a study of the determinants of channel switching during commercials”, Marketing Science, 17(2), 124 - 138.10.1287/mksc.17.2.124
    Search in Google Scholar
  3. Tse, A. C. B. and R. P. W. Lee (2001), “Zapping behavior during commercial breaks”, Journal of Advertising Research, 41(3), 25-29.10.2501/JAR-41-3-25-29
    Search in Google Scholar
  4. Wedel, M. and R. Pieters (2008), “A review of eye tracking research in marketing”, Review of Marketing Research, 4, 123 - 147.10.1108/S1548-6435(2008)0000004009
    Search in Google Scholar
DOI: https://doi.org/10.2478/gfkmir-2014-0037 | Journal eISSN: 2628-166X
Journal RSS Feed
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.

Previous articleVolume 4 (2012): Issue 1 (May 2012)Next article