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Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

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Cited by:

  1. Savannah Wei Shi & Michael Trusov, 2021. "The Path to Click: Are You on It?," Marketing Science, INFORMS, vol. 40(2), pages 344-365, March.
  2. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.
  3. Schwenzow, Jasper & Hartmann, Jochen & Schikowsky, Amos & Heitmann, Mark, 2021. "Understanding videos at scale: How to extract insights for business research," Journal of Business Research, Elsevier, vol. 123(C), pages 367-379.
  4. Beth L. Fossen & David A. Schweidel, 2019. "Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?," Marketing Science, INFORMS, vol. 38(2), pages 274-295, March.
  5. Urszula Garczarek-Bąk & Andrzej Szymkowiak & Piotr Gaczek & Aneta Disterheft, 2021. "A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 171-185, March.
  6. Pradeep K. Chintagunta & Harikesh S. Nair, 2011. "Structural Workshop Paper --Discrete-Choice Models of Consumer Demand in Marketing," Marketing Science, INFORMS, vol. 30(6), pages 977-996, November.
  7. Anna E. Tuchman & Harikesh S. Nair & Pedro M. Gardete, 2018. "Television ad-skipping, consumption complementarities and the consumer demand for advertising," Quantitative Marketing and Economics (QME), Springer, vol. 16(2), pages 111-174, June.
  8. Kenneth C. Wilbur & Linli Xu & David Kempe, 2013. "Correcting Audience Externalities in Television Advertising," Marketing Science, INFORMS, vol. 32(6), pages 892-912, November.
  9. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
  10. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
  11. Radka Bauerová & Veronika Braciníková & Tereza Ikášová & Dominik Švarc & Lucie Vavrušková, 2021. "Nepřeskočitelnost reklamy v kontextu výkonnostního marketingu: literární rešerše a definování designu experimentu," Working Papers 0071, Silesian University, School of Business Administration.
  12. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
  13. Rumpf, Christopher & Boronczyk, Felix & Breuer, Christoph, 2020. "Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli," Journal of Business Research, Elsevier, vol. 111(C), pages 208-217.
  14. Khachatryan, Hayk & Behe, Bridget K. & Campbell, Benjamin L. & Hall, Charles R. & Dennis, Jennifer H., 2013. "Does Eye Tracking Reveal More About the Effects of Buying Impulsiveness on the Green Industry Consumer Choice Behavior?," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150333, Agricultural and Applied Economics Association.
  15. Simmonds, Lucy & Bellman, Steven & Kennedy, Rachel & Nenycz-Thiel, Magda & Bogomolova, Svetlana, 2020. "Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 241-248.
  16. Bellman, Steven & Beal, Virginia & Wooley, Brooke & Varan, Duane, 2020. "Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online," Journal of Business Research, Elsevier, vol. 120(C), pages 103-113.
  17. Kenneth C. Wilbur, 2016. "Advertising Content and Television Advertising Avoidance," Journal of Media Economics, Taylor & Francis Journals, vol. 29(2), pages 51-72, April.
  18. Mbawuni Joseph & Nimako Gyasi Simon, 2018. "Factors Affecting Consumer Attitude towards Financial Adverts in Ghana¡¯s Banking Industry," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 10(1), pages 191-203, January.
  19. Campbell, Benjamin L. & Behe, Bridget K. & Khachatryan, Hayk & Hall, Charles R. & Dennis, Jennifer H. & Huddleston, Patricia T. & Fernandez, R. Thomas, 2013. "Incorporating Eye Tracking Technology and Conjoint Analysis to Better Understand the Green Industry Consumer," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150431, Agricultural and Applied Economics Association.
  20. Qiang Zhang & Wenbo Wang & Yuxin Chen, 2020. "Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments," Marketing Science, INFORMS, vol. 39(2), pages 285-295, March.
  21. Jason A. Duan & Leigh McAlister & Shameek Sinha, 2011. "Commentary--Reexamining Bayesian Model-Comparison Evidence of Cross-Brand Pass-Through," Marketing Science, INFORMS, vol. 30(3), pages 550-561, 05-06.
  22. Shehu, Edlira & Bijmolt, Tammo H.A. & Clement, Michel, 2016. "Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 27-43.
  23. Bellman, Steven & Murphy, Jamie & Treleaven-Hassard, Shiree & O'Farrell, James & Qiu, Lili & Varan, Duane, 2013. "Using Internet Behavior to Deliver Relevant Television Commercials," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 130-140.
  24. Matthew McGranaghan & Jura Liaukonyte & Kenneth C. Wilbur, 2022. "How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift," Marketing Science, INFORMS, vol. 41(5), pages 873-895, September.
  25. David A. Schweidel & Natasha Zhang Foutz & Robin J. Tanner, 2014. "Synergy or Interference: The Effect of Product Placement on Commercial Break Audience Decline," Marketing Science, INFORMS, vol. 33(6), pages 763-780, November.
  26. repec:ehu:cuader:55441 is not listed on IDEAS
  27. Peter Stüttgen & Peter Boatwright & Robert T. Monroe, 2012. "A Satisficing Choice Model," Marketing Science, INFORMS, vol. 31(6), pages 878-899, November.
  28. Yuxin Chen & Qihong Liu, 2022. "Signaling Through Advertising When an Ad Can Be Blocked," Marketing Science, INFORMS, vol. 41(1), pages 166-187, January.
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