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Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses

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  • V. CAUBERGHE
  • M. GEUENS
  • P. DE PELSMACKER

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  • V. Cauberghe & M. Geuens & P. De Pelsmacker, 2010. "Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 10/671, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:10/671
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    File URL: http://wps-feb.ugent.be/Papers/wp_10_671.pdf
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    References listed on IDEAS

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    1. 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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    Keywords

    demography prediction; demographic targeting; web advertising; Random Forests; web user profiling; clickstream analysis;
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