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| Tekijä: | Moorman, M. Neijens, P.C. Smit, E.G. |
| Otsikko: | The effects of program responses on the processing of commercials placed at various positions in the program and the block |
| Lehti: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 49-59 |
| Asiasana: | television advertising consumer behaviour scheduling telephone interviews research Netherlands |
| Kieli: | eng |
| Tiivistelmä: | This study aims to test if valence and intensity (hereafter as: val-and-int.) dimensions of responses to general programming affect commercial (here as: cl.) processing (as: pr-g.) in everyday life. Results through a large telephone survey show that indicators of program-induced val-and-int. significantly affect several advertising pr-g. measures. Int. had a positive impact on measures of attention and recall, while val. was positively related to attitude toward the advertisement (as: ad./ads.) Investigated are also the moderating influences of variations in cl. placement on these relations. It is found that effects of val-and-int. on cl. pr-g. are stronger for interrupting blocks than shoulder blocks. However, the position of the cl. within the block had not an impact on these carryover effects. |
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