Abstract
Television viewers are no longer passive; they have become “adept manipulators of their media environment” (Hey 1987). Seventy-seven percent of U.S. households had television remote controls in 1990 (Shagrin 1990) and, no doubt, the figure is even higher today. The penetration rate for video cassette recorders (VCRs) is well over 70 percent (Hicks 1991). Television-related technology has dramatically influenced the viewing environment (Krugman 1985; Levy 1987). Most viewers routinely use the remote control to change channels in order to avoid commercials and simultaneously watch two or more programs (zapping) or to fast forward through playback of pre-recorded programming (zipping).
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© 2015 The Academy of Marketing Science
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Stafford, M.R., Asquith, J.A.L., Daugherty, P.J. (2015). Electronic Zipping: Ad Agency Views. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_102
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DOI: https://doi.org/10.1007/978-3-319-13159-7_102
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