Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses
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|Date of creation:||Sep 2010|
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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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