Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

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Thales S. Teixeira; Michel Wedel; Rik Pieters;
  • Journal: Marketing Science,volume 29,issue 5 09-10,pages783-804
  • Related identifiers: doi: 10.1287/mksc.1100.0567
  • Subject: commercial avoidance, branding, attention, dynamic probit model, optimization, pulsing

We develop a conceptual framework about the impact that branding activity (the audiovisual representation of brands) and consumers' focused versus dispersed attention have on consumer moment-to-moment avoidance decisions during television advertising. We formalize this ... View more
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