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| Author: | Gleich, U. Groebel, J. |
| Title: | ARD-Forschungsdienst Werbeforschung: Neue Befunde zu Wirkungsvoraussetzungen |
| Journal: | Media Perspektiven
1993 : No. 5, p. 229-233 |
| Index terms: | |
| Freeterms: | ADVERTISING, ADVERTISING EFFECTIVENESS, TELEVISION ADVERTISING |
| Language: | ger |
| Abstract: | Recently, four most intensively analyzed things in broad- cast advertising have been the characteristics of a target group, the quality of advertising, the placing of commercials in the program environment, and the media mix. The authors of this article examined how people noticed commercials when they were placed in connection with emotionally appealing programs. |
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