NEW YORK -- It's an advertiser's enigma: how to zap-proof TV ads. What makes a viewer stay tuned to a commercial instead of flipping to another channel? And what gets shoppers to go into a store? A recent survey asked consumers what attracts their attention most, and how they respond to certain elements used in promotion. The national telephone survey was conducted May 14-18 by International Communications Research, a market research firm in Media, Pa. It polled 249 women in households with ...

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