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| Tekijä: | Reading, N. (et al.) |
| Otsikko: | Effectiveness of telescopic advertisements delivered via personal video recorders |
| Lehti: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 217-227 |
| Asiasana: | advertising television advertising mass communication marketing consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | Existing patterns of television advertising (hereafter as: adv-g.) viewing may be changed by personal video recorders (PVRs). This study explores the potential for a new adv-g. model utilizing PVRs, "telescopic advertising" (as: t-adv-g. - for 'advertisement/s' respectively as: t-ad./t-ads.) which makes it possible for viewers to access extended content associated with the adv-g. The effectiveness of four t-ads. is compared with ads. for the same products using the traditional 30 second TV commercial format (as: f-t.) and the infomercial f-t. Across four product categories, using an Australian sample, t-ads. achieved significantly higher attitude toward the ad., attitude toward the brand, and behavioural intentions. |
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