Investigating the Simultaneous Presentation of Advertising and Television Programming
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference33 articles.
1. The Effects of Program Involvement and Ease of Message Counterarguing on Advertising Persuasiveness;Punam Anand;Journal of Consumer Psychology,1992
2. Context Is Key: The Effect of Program-Induced Mood on Thoughts About the Ad;Andrew Aylesworth;Journal of Advertising,1998
3. DVR Threat Real, Growing;Roger Baron;Television Week,2003
4. The Effect of Positioning a Message Within Differentially Cognitively Involving Portions of a Television Segment on Recall of the Message;Jennings Bryant;Human Communication Research,1978
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