1. Why do you think zipped commercials can still impact a viewer? 2. How should once judge...
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2. How should once judge the effectiveness of television commercials? Is recognition and recall of the brand name enough? What other measures would you suggest?
3. What are ways advertisers could counteract the effects of zipping? How could you encourage consumers to watch commercials in real time?
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1 The most common explanation is perceptual fluency and the mere exposure effect The more you are ex...View the full answer
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