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Showing 1 to 1 of 1 for “"Digital video tape recorders."”.
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The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness.
… processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach …