To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance
By: Thales Teixeira, Michel Wedel and Rik Pieters
References
- Pieters, R., M. Wedel and J. Zhang (2007), “Optimal feature advertising design under competitive clutter”, Management Science, 53 (11), 1,815 - 1,828.
- 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.
- Tse, A. C. B. and R. P. W. Lee (2001), “Zapping behavior during commercial breaks”, Journal of Advertising Research, 41(3), 25-29.
- Wedel, M. and R. Pieters (2008), “A review of eye tracking research in marketing”, Review of Marketing Research, 4, 123 - 147.
DOI: https://doi.org/10.2478/gfkmir-2014-0037 | Journal eISSN: 2628-166X (formerly 1865-5866)
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
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© 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.