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Research papers

Testing television advertising using interactive television

This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads. The methodology makes three specific...

Catalogue: ESOMAR Net Effects 2001
Authors: Joshua D. Clinton, John S. Lapinski
February 11, 2001
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Citation

Clinton and Lapinski (2001a, February 11). Testing television advertising using interactive television. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/testing-television-advertising-using-interactive-television