What is the impact of the commercial break environment on receptivity to my advertising?

Andrew Green

This paper assesses the extent to which the effectiveness of television advertising is shaped by the nature of the commercial break itself.

What is the impact of the commercial break environment on receptivity to my advertising?

Andrew Green ZenithOptimedia

Most commercials appear between or among other commercials. In this sense, the 'environment' for television advertising is not just the...

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