Do new forms of television advertising occasion better recall than traditional advertising spots?
María Arrazola, José de Hevia and Pedro Reinares
Rey Juan Carlos University
Ricardo Reinares Lara
Mediaset España
Introduction
The effectiveness of traditional advertising communication on television has been increasingly questioned in recent years (Wilbur 2008), largely due to audience fragmentation (Chowdhury et al. 2007), channel switching (Tse & Lee 2001; Elpers et al. 2003) and advertising clutter (Lowrey et al.2005). Other than these well-known problems the advertising industry has been significantly affected by recent developments in technology and media use...