TY  - GEN 
AU  - Gázquez Abad, Juan Carlos
AU  - Jiménez Castillo, David
AU  - Sáez González, Elvira Del Milagro
AU  - Sánchez Pérez, Manuel
PY  - 2008
SN  - 1698-5117
UR  - http://hdl.handle.net/10835/15199
AB  - Zapping is one of the main problems faced by advertisers and TV networks nowadays. These agents try to lessen zapping behaviour through new advertising and scheduling strategies. However, the first step to solve the problem is to be aware of this...
LA  - es
PB  - Portal Universia
KW  - Television
KW  - Planning media
KW  - Zapping
KW  - People-meter data
KW  - Advertising
TI  - Caracterizacion de los individuos propensos al cambio de canal de television
T2  - Characterising zapping-prone individuals
ER  -