Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/43303
Title: Effectiveness of advertising formats in television
Authors: Martín Santana, Josefa Delia 
Reinares Lara, Eva
Reinares Lara, Pedro
UNESCO Clasification: 6308 Comunicaciones sociales
Keywords: Publicidad
Televisión
Issue Date: 2015
Publisher: 1477-5212
Journal: International Journal of Internet Marketing and Advertising 
Abstract: Advertising in television is developing beyond traditional commercial breaks. This trend requires considering how advertising and the content of television programmes can be used together with business aims. This study compares, in a real environment, the cognitive, affective and behavioural effects of a non-conventional advertising format, telepromotion, to those of a spot (conventional television commercial) on television audiences. Telepromotion obtained much higher levels of recall than spots. However, the quality of recall achieved by telepromotion was inferior to that obtained by spots. The results also show that telepromotion generates a higher recall, this may be directly related to a negative rating by the target audience.
URI: http://hdl.handle.net/10553/43303
ISSN: 1477-5212
DOI: 10.1504/IJIMA.2015.070714
Source: International Journal of Internet Marketing and Advertising[ISSN 1477-5212],v. 9, p. 85-102
Appears in Collections:Artículos
Thumbnail
Adobe PDF (304,01 kB)
Show full item record

SCOPUSTM   
Citations

2
checked on Sep 19, 2021

Page view(s)

54
checked on Aug 28, 2021

Download(s)

113
checked on Aug 28, 2021

Google ScholarTM

Check

Altmetric


Share



Export metadata



Items in accedaCRIS are protected by copyright, with all rights reserved, unless otherwise indicated.