This article presents a typology of the different ways in which consumers resist advertising,
and the tactics that can be used to counter or avoid such resistance. It brings together …

Using the clickstream data recorded in Web server log files, the authors develop and
estimate a model of the browsing behavior of visitors to a Web site. Two basic aspects of …

For marketers, television remains the most important advertising medium. This paper
proposes a two-sided model of the television industry. We estimate viewer demand for …

We develop a conceptual framework about the impact that branding activity (the audiovisual
representation of brands) and consumers' focused versus dispersed attention have on …

In this research, we investigate the relationship between television advertising and online
word-of-mouth (WOM) by examining the joint consumption of television programming and …

The digital video recorder (DVR) is tilting the playing field in the television industry,
empowering viewers at the expense of advertisers and networks. Available evidence …

Exclusive advertising on a given media outlet is usually profitable for an advertiser because
consumers are less aware of competing products. However, for such arrangements to exist …

Television, the predominant advertising medium, is being transformed by the microtargeting
capabilities of set-top boxes (STBs). By procuring impressions at the STB level (often …

The authors empirically examine how locus of control, an important consumer behavior
construct, differentiates among consumers' Web use in a marketing policy context and argue …

The purpose of this article is to analyze how competitive forces may influence the way media
firms like TV channels raise revenue. A media firm can either be financed by advertising …