Construct · 1 fields · 1 citations

brand pulsing within commercials: a standalone construct

One name. One construct. A landmark on the map.

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brand pulsingwithin commercials1 CONSTRUCTBrand pulsing withinTEIXEIRA · ADVERTISING

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Advertising

showing the brand in short, repeated bursts within a commercial rather than prominently throughout, to reduce viewers' zapping while keeping brand memory.

In advertising, brand pulsing within commercials refers to showing the brand in short, repeated bursts within a commercial rather than prominently throughout, to reduce viewers' zapping while keeping brand memory. This meaning comes from Teixeira (2010) in Marketing Science.[1]

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Nearby constructs

memory6 fields · 18 citationsjingle · one name, six constructsshort3 fields · 4 citationsjingle · one word, three constructs

References

  1. Teixeira, T. S., Wedel, M., & Pieters, R. (2010). Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing. Marketing Science, 29(5), 783-804. https://doi.org/10.1287/mksc.1100.0567

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