search query: @indexterm SOFTWARE / total: 1294
reference: 53 / 1294
| Author: | Cunningham, T. Hall, A.S. Young, C. |
| Title: | The advertising magnifier effect: an MTV study |
| Journal: | Journal of Advertising Research
2007 : DEC, VOL. 46:4, p. 369- 380 |
| Index terms: | advertising SOFTWARE |
| Freeterms: | engagement mtv |
| Language: | eng |
| Abstract: | This paper studies the role that engagement with programming plays in the performance of embedded advertising using the case of MTV Video Music Award show. The findings of the study show that programming has a "magnifier effect" on some attributes, likeability and motivation for example. Moreover, the strongest advertisements benefit more from the magnifier effect than weaker ones. |
SCIMA