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| Author: | Murray, N. |
| Title: | How super are video supers? A test of communication efficacy |
| Journal: | Journal of Public Policy and Marketing
1998 : SPRING, VOL. 17:1, p. 24-34 |
| Index terms: | VIDEO INDUSTRY COMMUNICATION PUBLIC POLICY |
| Language: | eng |
| Abstract: | Interest in the role of video supers - superimposed video presentations of verbal information - has grown among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communication efficacy of video supers in a sample of 200 different commercials that contain video supers. Drawing on a theory of modality effects, the authors examine the comprehension of video supers relative to commercial content. |
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