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Journals
NIM Marketing Intelligence Review
Volume 4 (2012): Issue 1 (May 2012)
Open Access
To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance
Thales Teixeira
Thales Teixeira
,
Michel Wedel
Michel Wedel
and
Rik Pieters
Rik Pieters
| Jul 19, 2014
NIM Marketing Intelligence Review
Volume 4 (2012): Issue 1 (May 2012)
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Published Online:
Jul 19, 2014
Page range:
14 - 23
DOI:
https://doi.org/10.2478/gfkmir-2014-0037
Keywords
TV Advertisement
,
Commercial Avoidance
,
Branding
,
Attention
,
Pulsing
© 2014
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Thales Teixeira
Harvard Business School, Boston, Massachusetts 02163
Michel Wedel
Robert H. Smith School of Business, University of Maryland, College Park, Maryland, USA,
Rik Pieters
Tilburg University, Faculty of Economics and Business, Department of Marketing, Tilburg, the Netherlands