Examination of qualitative viewing factors for optimal advertising strategies

Journal of Advertising Research

Volumn 39, Issue 3, 1999, Pages 7-16

  Lynch, Kate ^a   Stipp, Horst ^b  

^a Starcom Media Services

^b NBC ^*

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0039729173     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (11)

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4. KRUGMAN, DEAN, GLEN CAMERON, and CADACE MCKEARNEY WHITE. "Visual Attention and Commercials: The Use of In-home Observations." Journal of Advertising 24, 1 (1995): 1-12.
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6. LYNCH, KATE. "TV Reach Optimizers, Balancing Cost Efficiencies and Schedule Effectiveness." In ARF Xreports from the Electronic Media Research Workshop. New York: Advertising Research Foundation, 1997.
7. _. "Caring for the Environment." In Xreports from the ARF Workshop Week. New York: Advertising Research Foundation, 1998.
8. PERSE, ELIZABETH. "Implications of Cognitive and Affective Involvement for Channel Changing." Journal of Communication 48, 3 (1998): 49-68.
9. SANCTIS, EDMOND. "Kids, Parents, and Television." Presented at the ARF Children's Research Workshop, 1993.
10. SCHIAVONE, NICHOLAS, HEATHER HART, and HORST STIPP. "The Value of Olympic Sponsorship." Admap, September 1998.
11. STIPP, HORST. "Modeling the Impact of Olympic Sponsorship on Corporate Image." Journal of Advertising Research 36, 4 (1996): 22-28.