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| Author: | Cauberghe, V. Pelsmacker, P. de |
| Title: | The advertising impact of an interactive TV program on the recall of an embedded commercial |
| Journal: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.352-362 |
| Index terms: | communication advertising effectiveness advertising campaigns marketing strategy |
| Freeterms: | interactive multimedia television |
| Language: | eng |
| Abstract: | The study investigates the impact of two dimensions of interactivity induced in a TV quiz show. The dimensions of interactivity are user control and two-way communication on the advertisement and brand recall of an embedded traditional commercial. The survey was made by interviewing 246 respondents. The interview consisted of two to three exercises with varying interaction. The findings reveal that both user control and two-way communication had an influence on recall. Anyhow, the effect of user control was less negative than that of two-way communication. In addition an interactive effect was noticed in both of the dimensions. |
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