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- Biblioteca Digitais de Teses e Dissertações da USP
- Fundação Getúlio Vargas
- Instituto Universitário de Lisboa
- Brock University
- Advertising Res Foundation
- Monterey, California. Naval Postgraduate School
- Universidade de São Paulo. Escola de Comunicações e Artes
- Universidade Duke
- Rochester Instituto de Tecnologia
- Printing Industry Research Center at RIT
- BioMed Central
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Atitude do consumidor frente à propaganda: um estudo sobre os apelos racionais e emocionais da propaganda na indústria farmacêutica; Consumer's attitude toward advertising: a study about rational and emotional appeals in pharmaceutical industry ads
Critérios para avaliação da ilicitude na publicidade; Unlawfulness valuation criteria in advertising
Propaganda e publicidade de alimentos no Brasil; Propaganda and food advertising in Brazil
Práticas publicitárias: linguagem, circuito e memória na produção de anúncios impressos no Brasil (1951-1965); Advertising practices: language, circuit and memory in the production of printed commercials in Brazil (1951-1965)
Trabalho e cultura em agências de publicidade do Brasil: novas perspectivas; Work and culture in advertising agencies in Brazil analyzed from the perspective of organizational sustainability
Internet share of advertising expenditure : growth drivers and inhibitors in the brazilian market
Adopção da In-Game Advertising em Portugal
Canadian Advertising Requirements and Restrictions, by Province for the Distilled Spirits Industry as of September 23, 1976
Advertising and promotion leverage on arts sponsorship effectiveness
Advertising budgets, advertising effectiveness, and the Navy's recruiting advertising program
Navy advertising -- from budget to execution: a trend analysis of national advertising awareness
Industry self-regulation and TV advertising of foods to Australian children
Typologies of aesthetic imitation in advertising; Tipologias de imitação estética na propaganda
A Household Level Model of Television Viewing with Implications for Advertising Targeting
Television (TV) is the predominant advertising medium, and recent technological advances such as digital video recorders (DVRs) and set-top boxes (STBs) have the potential to transform this industry by enabling household-specific advertising. Since exposure to TV represents a substantial share of consumer time and attention, this potential to micro-target communications represents an enormous opportunity for the TV advertising market.
This paper outlines an approach to facilitate the micro-targeting of TV advertising. We employ a unique dataset, integrating TV program and advertisement viewing at the household level with purchase data, to address the question of how advertisers can achieve better advertising targeting in the digital context. Based on this dataset, we first develop a model of household TV viewing behavior. The viewing model comprises three integrated components: TV show sampling and watching, TV show recording, and advertising viewing. All three components are motivated by the theoretical concept of flow utility, that is, the moment-by-moment enjoyment a household derives from different activities: watching a TV show, watching a TV advertisement, and other non-TV activities. This model has decent out-of-sample prediction power on show choices and time spent on each selected show. We then link household advertising exposure with purchase. Finally...