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The Effect of Content on Zapping in TV Advertising
Journal of Marketing ( IF 12.9 ) Pub Date : 2022-09-15 , DOI: 10.1177/00222429221105818
Maren Becker , Thomas P. Scholdra , Manuel Berkmann , Werner J. Reinartz

Consumers who are uninterested in or annoyed by a TV ad may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance of ads by changing ...

中文翻译:

电视广告中内容对切换的影响

对电视广告不感兴趣或恼火的消费者可能会避开该广告,从而不仅限制了广告的有效性,而且还限制了剩余的商业广告。通过改变主动避免广告...
更新日期:2022-09-15
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