Effectiveness of advertising formats in television

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.