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Addressable advertising

Rask, A., Bellman, S., Schweda, A., Treleaven-Hassard, S. and Varan, D. (2008) Addressable advertising. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.


Explores the impact of category-based TV ad addressability (ads targeted to individual households based on category relevance). Includes biometric measures.

Publication Type: Report
Murdoch Affiliation: Audience Research Labs
Series Name: Beyond: 30 Study #19
Publisher: Murdoch University. Audience Research Labs
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