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Keywords: Video advertising
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (13): 137–166.
Published: 18 July 2022
... theory and IBBs. Practical implications This study documents what does and does not attract attention to video advertising. What gets attention according to salience theory (e.g. central location) may not always get attention in dynamic advertising because of the effects of relevance and stability...
