search query: @author Poltrack, D. F. / total: 5
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| Author: | Assael, H. Poltrack, D. F. |
| Title: | Using viewer attitudes to evaluate TV program effectiveness |
| Journal: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 93-101 |
| Index terms: | television advertising advertising effectiveness |
| Language: | eng |
| Abstract: | The objective of this paper is to analyse the hypothesis that program attitudes are related to future program exposure. Findings show that program attitudes in a prior period are at least as strongly related to subsequent exposure as is exposure to the program in prior periods. Findings also show that familiarity has a positive effect on subsequent exposure only in association with favorable attitudes. |
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