The Effects of Program Responses on the Processing of Commercials Placed at Various Positions in the Program and the Block
Marjolein Moorman University of Amsterdam
Peter C. Neijens University of Amsterdam
Edith G. Smit University of Amsterdam
The study on the effects of program responses on the processing of commercials placed at various positions in the program and the block was part of a Ph.D. project on the relationship between media environments and advertising effects conducted at ASCoR. The authors wish to thank John Faasse, Unilever, and Initiative for making the data available for analyses.
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