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| Author: | Roehm, M. L. Roehm, H. A. |
| Title: | The Advantage of Hybrid Split Ads Over Uninterrupted Ads and How to Augment it |
| Journal: | Marketing Letters
2001 : AUG, VOL. 12:3, p. 249-258 |
| Index terms: | ADVERTISING TELEVISION ADVERTISING INFORMATION ATTITUDES |
| Language: | eng |
| Abstract: | "Split ads" involve presenting advertising information as two separate and distinct parts, such as when two short commercials for a given brand are separated by other television content. Two studies investigate the relative effectiveness of such "hybrid split ads". In particular, the authors explore a form of the hybrid split ad strategy that is gaining in popularity and that involves combining an ad in a traditional medium with an addendum ad on a web site. Results of Experiment 1 indicate that a hybrid split ad can produce more positive attitudes toward an advertised product than a traditional uninterrupted ad. In Experiment 2, the authors further show that varying the difficulty with which the latter half of a hybrid split ad is accessed can enhance the amount of added weight given to information in its latter half and can thus further enhance attitudes. |
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