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Research papers

Tuning into TV Ads

It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads across 5 Asian markets utilising...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Joe Wheller, Winnie Yeung, Vuong Manh Giang, Alastair Gordon
Company: Cimigo
April 7, 2013
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Citation

Wheller, Yeung, Giang and Gordon (2013a, April 07). Tuning into TV Ads. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/tuning-into-tv-ads