How many times do customers need to be exposed to TV advertisements to take purchasing actions?
Author:
Affiliation:
1. Honda Motor Co., Ltd.
Publisher
Japanese Association for Management Systems
Link
https://www.jstage.jst.go.jp/article/ijams/11/1/11_29/_pdf
Reference21 articles.
1. [1] Dentsu Inc.: 2017 Advertising expenditure in Japan. http://www.dentsu.co.jp/news/release/2018/0222- 009476.html. (2018).
2. [2] B. J. Calder and E. C. Malthouse: Kellogg On Advertising and Media. (John Wiley & Sons, Hoboken, NJ, 2008).
3. [3] P. S. Speck and M. T. Elliott: The Antecedents and Consequences of Perceived Advertising Clutter. Journal of Current Issues & Research in Advertising, 19(2) (1997), 39-54.
4. [4] J. J. Cronin and N. E. Menelly: Discrimination vs. Avoidance: “Zipping” of Television Commercials. Journal of Advertising, 21(2) (1992), 1-7.
5. C. Obermiller and E. R. Spangenberg: Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2) (1998), 159-186.
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