search query: @indexterm interaction / total: 78
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| Author: | Cauberghe, V. Geuens, M. Pelsmacker, P. de |
| Title: | Context effects of TV programme-induced interactivity and telepresence on advertising responses |
| Journal: | International Journal of Advertising
2011 : VOL. 30:4, p. 641-663 |
| Index terms: | television advertising research effectiveness consumer attitudes interaction media research |
| Language: | eng |
| Abstract: | The article presents research on the effects of interactivity in television advertising. A study was conducted with viewers being exposed to advertising during interactive television broadcasting. The effects of perceptions of interactivity and attitudes towards the television program in which the adverts were shown are also presented. The results show that positive attitude toward the programme carries over to the ads as well. |
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