Do new forms of television advertising occasion better recall than traditional advertising spots?

The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium.

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...

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