haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Greene, W. F. |
| Otsikko: | Maybe the valley of the shadow isn't so dark after all. |
| Lehti: | Journal of Advertising Research
1988 : OCT-NOV, VOL. 28:5, p. 11-15 |
| Asiasana: | TELEVISION ADVERTISING ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | Gallup and Robinson Inc. has studied the influence of cable ownership, remote control ownership, and channel switching on intrusiveness.The results showed less loss than feared from zapping/zipping. The industry considers moving from program exposure to commercial exposure audience ratings in the future. People meters can track an individual's set- tuning down to a single commercial. |
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