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Abstract Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use Nielsen people meter data to build a...
Abstract This study presents a structural equation test of the interrelationships among ad-induced emotional and cognitive responses, attitude toward the ad (Aad), brand attitudes (Ab), and purchase intentions (PI). Consistent with past research, feelings affect Ab directly and indirectly via...
Abstract This research examines the undesirable effects that an unpleasant experience with a musical composition can have on consumers' attitudes toward a brand that is subsequently associated with the music in an advertising-type relationship. Results from an experiment using second-order...
Abstract The ethnic segmentation of the cigarette market is currently controversial, but not a new phenomenon. A census of 540 cigarette ads from 1950–1965 Ebony magazines, compared to a matched sample from Life, reveals segmented and segregated advertising toward black consumers. The ads in...
Abstract This paper addresses the media selection problem, a special form of resource allocation problem. After reviewing characteristics of media decisions and existing analytical approaches, two approaches incorporating the analytic hierarchy process (AHP) are presented. The recommended...
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