Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 10/671.
Length: 32 pages
Date of creation: Sep 2010
Date of revision:
demography prediction; demographic targeting; web advertising; Random Forests; web user profiling; clickstream analysis;
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- P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
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