Please use this identifier to cite or link to this item: https://accedacris.ulpgc.es/jspui/handle/10553/43303
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dc.contributor.authorMartín Santana, Josefa Deliaen_US
dc.contributor.authorReinares Lara, Evaen_US
dc.contributor.authorReinares Lara, Pedroen_US
dc.date.accessioned2018-11-21T14:08:03Z-
dc.date.available2018-11-21T14:08:03Z-
dc.date.issued2015en_US
dc.identifier.issn1477-5212en_US
dc.identifier.urihttps://accedacris.ulpgc.es/handle/10553/43303-
dc.description.abstractAdvertising 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.en_US
dc.languageengen_US
dc.publisher1477-5212
dc.relation.ispartofInternational Journal of Internet Marketing and Advertisingen_US
dc.sourceInternational Journal of Internet Marketing and Advertising[ISSN 1477-5212],v. 9, p. 85-102en_US
dc.subject6308 Comunicaciones socialesen_US
dc.subject.otherPublicidaden_US
dc.subject.otherTelevisiónen_US
dc.titleEffectiveness of advertising formats in televisionen_US
dc.typeinfo:eu-repo/semantics/Articlees
dc.typeArticlees
dc.identifier.doi10.1504/IJIMA.2015.070714
dc.identifier.scopus84938095453-
dc.contributor.authorscopusid20434158000-
dc.contributor.authorscopusid36165165800-
dc.contributor.authorscopusid18635203500-
dc.description.lastpage102-
dc.description.firstpage85-
dc.relation.volume9-
dc.investigacionCiencias Sociales y Jurídicasen_US
dc.type2Artículoen_US
dc.date.coverdateEnero 2015
dc.identifier.ulpgces
dc.description.sjr0,179
dc.description.sjrqQ3
item.grantfulltextopen-
item.fulltextCon texto completo-
crisitem.author.deptGIR IUCES: Dirección de Marketing, RSC y Empresa Familiar-
crisitem.author.deptIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.orcid0000-0002-7078-0271-
crisitem.author.parentorgIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.fullNameMartín Santana, Josefa Delia-
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