Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses

V. Cauberghe (), Maggie Geuens and P. de Pelsmacker
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Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Keywords: demography prediction; demographic targeting; web advertising; Random Forests; web user profiling; clickstream analysis (search for similar items in EconPapers)
Pages: 32 pages
Date: 2010-09
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