search query: @indexterm Electronic Commerce / total: 882
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| Author: | Loughney, M. Eichholz, M. Hagger, M. |
| Title: | Exploring the effectiveness of advertising in the ABC.com full episode player |
| Journal: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.320-328 |
| Index terms: | advertising effectiveness advertising campaigns marketing strategy internet electronic commerce |
| Language: | eng |
| Abstract: | The study examines the effectiveness of advertising in online streaming of TV episodes on ABC.com. The survey was made online by having two online surveys. The respondents were recruited via pop-up invitation when exiting ABC.com. The results of this study demonstrate that the sponsorship model employed by the ABC.com Full Episode Player is a highly effective medium for advertising with unaided sponsorship. Average unaided sponsorship recall was more than two and half times higher than typical advertising recall on TV. |
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