Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects,A Case Study |
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| Abstract: | This study examines the differences in the profitability to nondaily newspapers resulting from preprint and display advertising. Whether the measure is overall profit or a comparison of a full page of display advertising to an 8-page tabloid preprint, display advertising is more profitable. Differences in the profit margin between display ads and preprints are not nearly as great as the differences in other measures of profit. |
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