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The utility of Lab-based research in understanding televisions changing landscape

Varan, D. and Bellman, S. (2008) The utility of Lab-based research in understanding televisions changing landscape. In: Empirical Generalizations in Advertising Conference, 4 - 5 December 2008, The Wharton School, University of Pennsylvania, Philadelphia, PA.


The digital revolution is radically reshaping the advertising world by changing how consumers interact with media and advertising. Marketers are confronted with a staggering range of new advertising options emerging from the interplay of emerging new media channels and a world in which consumers are in charge. Choosing media and deciding how best to advertise is more complicated than ever.

The purpose of this conference was to draw together cutting edge academics and practitioners to explore what we have learned from current research on advertising. The empirical generalizations submitted for the conference will enable us to better predict the future through a deeper understanding of what has been seriously proven about advertising.

Item Type: Conference Item
Murdoch Affiliation(s): Interactive Television Research Institute
Conference Website:
Notes: Invited Presentation
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