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Effects of Ad Placement and Type on Consumer Responses to Podcast Ads
CyberPsychology & Behavior, 10/12/09

Ritter EA et al. – The authors 2×2 (traditional ad vs. sponsorship by beginning vs. middle) experimental study found that sponsorships generated better consumer responses than did traditional ads and that podcast ads placed at the beginning of audio podcasts yielded better consumer responses than those placed in the middle. Implications for marketers and advertisers are discussed.


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