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Abstract This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT A) is introduced; a theoretical case is developed showing why ATT A is an important mediator of brand choice; empirical evidence...
Abstract Program-commercial separators in children's television shows do not appear to influence a young (age 5 and under) child's ability to recognize a commercial with greater or lesser speed. Children age 7 and older may be assisted in speed of commercial recognition by separators. Children...
Abstract The paper explores the possibilities for nutrition education for children via television, one alternative proposed in the controversy regarding TV advertising to children. Results from nine experimental studies of the impact of short adlike television nutrition messages on children's...
Abstract This paper examines the media habits of light TV viewers in Canada to determine how best to reach them. Light viewers cannot be selectively reached by manipulating TV schedules because no type of programming attracts more than its fair share of light viewers. English light viewers spend...
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