Audience reactions towards non-spot advertising: Influence of viewer and program characteristics

Authors
Publication date 2003
Host editors
  • F. Hansen
  • L. Bech Christensen
Book title Branding and advertising
Pages (from-to) 266-283
Publisher Copenhagen: CBS Press
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Document type Chapter
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