Journal article
The residual impact of avoided television advertising
Journal of Advertising, Vol.39(1), pp.67-81
2010
Abstract
This study reports the results of a laboratory experiment that compared the effects of partial exposure associated with six major avoidance modes, including DVR (digital video recorder) ad skipping, against each other and against full-attention exposures as controls. The most common form of avoidance, ignoring advertisements (cognitive avoidance), has effects equal to fast-forwarding. Prior exposure increases effectiveness of recall as partial exposures, including fast forwarding, can act as reminder ads, but prior exposure also increases avoidance. Doubling the message of an ad in its sound track increases effectiveness and is the only way to counteract the effects of cognitive avoidance.
Details
- Title
- The residual impact of avoided television advertising
- Authors/Creators
- D. Varan (Author/Creator)A. Schweda (Author/Creator)S. Bellman (Author/Creator)
- Publication Details
- Journal of Advertising, Vol.39(1), pp.67-81
- Publisher
- M.E. Sharpe Inc.
- Identifiers
- 991005542090407891
- Copyright
- © 2010 American Academy of Advertising
- Murdoch Affiliation
- Interactive Television Research Institute
- Language
- English
- Resource Type
- Journal article
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35 Record Views
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- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Business
- Communication
- ESI research areas
- Economics & Business