Utiliza este identificador para citar o vincular este elemento: http://hdl.handle.net/10553/52640
Títulos: Spot length and unaided recall in television: Optimizing media planning variables in advertising breaks
Autores/as: Martín Santana, Josefa Delia 
Reinares-Lara, Pedro
Reinares-Lara, Eva
Clasificación UNESCO: 611401 Publicidad
Fecha de publicación: 2016
Revistas: Journal of Advertising Research 
Resumen: The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. These variables included the position of the break in relation to the television program, the degree of advertising clutter in the break, indicating the break’s duration, the spot’s relative position in the break, and primacy and recency effects. The authors also examined whether, and to what extent, these variables moderate how spot length affects recall, as recall, ultimately, depends on the interaction of all planning variables.
URI: http://hdl.handle.net/10553/52640
ISSN: 0021-8499
DOI: 10.2501/JAR-2016-035
Aparece en la colección:Artículos

Muestra el registro completo del elemento

Vista de página(s)

3
actualizado el 10-dic-2018

Google ScholarTM

Verifica

Altmetric


Los elementos en ULPGC accedaCRIS están protegidos por derechos de autor, con todos los derechos reservados, a menos que se indique lo contrario.