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How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift.

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Title: How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift.
Authors: McGranaghan, Matthew1 mmcgran@udel.edu, Liaukonyte, Jura2 jurate@cornell.edu, Wilbur, Kenneth C.3 kcwilbur@ucsd.edu
Source: Marketing Science (INFORMS). Sep/Oct2022, Vol. 41 Issue 5, p445-467. 23p. 4 Diagrams, 4 Charts, 12 Graphs.
Database: Business Source Ultimate
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  Data: <searchLink fieldCode="JN" term="%22Marketing+Science+%28INFORMS%29%22">Marketing Science (INFORMS)</searchLink>. Sep/Oct2022, Vol. 41 Issue 5, p445-467. 23p. 4 Diagrams, 4 Charts, 12 Graphs.
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        Value: 10.1287/mksc.2021.1344
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        Text: English
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