Browsing Working Papers by Author "Soni, Mayank Jyotsna"
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Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism
Soni, Mayank Jyotsna (2013-11-27)This study explores how involvement of the audience with cognitive/affective program influence their processing of advertisements aired in between the program because of varying involvement within program. An experimental ...