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Context effects of TV programme-induced interactivity and telepresence on advertising responses
Verolien Cauberghe, Maggie Geuens and Patrick De Pelsmacker, International Journal of Advertising, Vol. 30, No. 4, 2011, pp. 641-663
This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme.
This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme. In the 2 (two way communication) × 3 (user control) experimental study, 246 respondents participated. The results show that the impact of actual interactivity on attitude toward the advertisement is mediated by perceived interactivity. Subsequently, telepresence (the feeling of being present in the mediated environment) has a crucial mediating role to explain the context effect of perceived interactivity on attitude toward the advertisement. With regard to the underlying mechanism, the results show that telepresence is positively correlated with the amount of positive programme thoughts. In addition, the positive programme thoughts have a positive effect on the attitude toward the ad, above and beyond the effect of positive thoughts about the advertisement.
Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals
Verolien Cauberghe and Patrick De Pelsmacker, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 45-59
Using the decomposed theory of planned behavior, this article develops and empirically validates a model that predicts the intention to use interactive digital television as a marketing communication medium.
Using the decomposed theory of planned behavior, this article develops and empirically validates a model that predicts the intention to use interactive digital television as a marketing communication medium. The study tests the model with samples of Belgian advertising professionals at two different moments in time. The results show that the impact of perceived usefulness on the intention to use interactive digital television is low compared with the impact of perceived ease of use and subjective norms. Over time, the compliance effect of external subjective norms on usage intention decreases, in favor of the internalization effect through perceived ease of use. Behavioral control and attitude have more impact in the second stage than in the first.
The Secret of Television's Success: Emotional Content or Rational Information? After Fifty Years the Debate Continues
Robert G Heath; Insights from Horst Stipp, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 112-123
The Journal of Advertising Research has been instrumental in supporting new ideas about how advertising works, no matter how unpopular their implications.
The Journal of Advertising Research has been instrumental in supporting new ideas about how advertising works, no matter how unpopular their implications. In 1971, Herb Krugman presented evidence that television watching was low involvement compared to print. Three years later, Andrew Ehrenberg postulated that repetition - not persuasion - was how advertising influenced most people. Received wisdom, however, still holds that television advertising works persuasively and works best at high attention levels. This article critically examines this assumption, concluding that the continued success of television advertising in building strong brands most likely will depend not on its ability to persuade but on how well it is able to influence emotions at low levels of attention.
Hulu.com or NBC? Streaming Video versus Traditional TV: A Study of an Industry in Its Infancy
Kelty Logan, Journal of Advertising Research, Vol. 51, No. 1, 2011, pp. 276-287
The importance of social motives for watching and interacting with digital television
Steven Bellman, Anika Schweda and Duane Varan, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 67-87
Contrary to a key assumption of the TV industry, interaction with digital interactive TV (iTV) programmes and ads is driven as much by social motivations as it is by information seeking.
Contrary to a key assumption of the TV industry, interaction with digital interactive TV (iTV) programmes and ads is driven as much by social motivations as it is by information seeking. This insight was revealed by a survey of a representative sample of 867 digital TV households in the UK, which has one of the largest and most experienced digital iTV audiences in the world. This new survey used a comprehensive but efficient set of motivation items, so that no important motivations were left out, which may explain why social motivations emerged as important in this study, whereas they have not been in studies of traditional TV watching. Suggestions are made for how marketers and programme producers can make iTV content that appeals to viewers who are motivated by social needs.
It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising
George Lekakos, Journal of Advertising Research, Vol. 49, No. 4, December 2009, pp. 404-418
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests.
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers’ behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements.
TV Consumption is growing - Latest trends in TV consumption worldwide
Jacques Braun and Alexandre Callay, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
Over the last 10 years, it has been said that TV consumption has been decreasing, losing out to the development of the internet around the world.
Over the last 10 years, it has been said that TV consumption has been decreasing, losing out to the development of the internet around the world. However, supported by data from EurodataTV Worldwide, this paper argues that television viewing has actually increased since the popularisation of the internet. Distribution, equipment and enhanced contents are key drivers for this growth, whilst cross-fertilization between media also contributes to the trend - even though television audience measurement systems have yet to capture it.
Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media
Robert Davis and Laszlo Sajtos, Journal of Advertising Research, Vol. 48, No. 3, Sept 2008, pp. 375-391
Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements.
Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements. To understand this emerging phenomena, we develop a model (the LOOP), conceptualizing the consumers interactivity when using their mobile phone to interact with television content. This model proposes new thinking regarding the role of the mobile channel in the consumer’s experience of the interactive television content. We define the consumer’s interactivity in terms of four characteristics: synchronicity, two-way dialogue, contingency, and user control. Based upon these characteristics, we use New Zealand and U.S. interactive television content related campaign data to develop five measures of campaign response effectiveness – Potential Audience Dialogue (PAD), Active Audience Dialogue (AAD), Interactive Audience Dialogue (IAD), Contingent Audience Loyalty (CAL), and Contingent Audience Wearout (CAW) We found similar response patterns across the tested New Zealand and U.S. campaigns, with more significant relationships emerging from interactive consumers who are loyal across campaigns.
The Advertising Impact of an Interactive TV Program on the Recall of an Embedded Commercial
Verolien Cauberghe and Patrick De Pelsmacker, Journal of Advertising Research, Vol. 48, No. 3, Sept 2008, pp. 352-362
The impact of two dimensions of television program induced interactivity on advertisement and brand recall of an embedded commercial was examined with 246 respondents.
The impact of two dimensions of television program induced interactivity on advertisement and brand recall of an embedded commercial was examined with 246 respondents. Program-induced two-way communication (playing along with a quiz) had a strong negative impact on advertisement and brand recall. The negative effect of user control (amount of available clicks in the program) was also noticeable, but less prominent. There also appeared to be an interaction effect of two-way communication and user control on advertisement and brand recall. A moderate level of user control results in better recall when the respondent had no play along possibilities, but leads to less recall when he/she could play along with the quiz. Managerial implications and future research options are suggested.
More than meets the eye - investigating the hidden impact of brand placements in television magazines
Jörg Matthes, Christian Schemer and Werner Wirth, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 477-503
A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes.
A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers' involvement and viewers' persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive effect on brand evaluations although viewers do not recall the brand. However, this effect can only be found when there is a high involvement in the programme and low persuasion knowledge. In contrast, when persuasion knowledge is high and involvement is low, frequently presented placements lead to a deterioration of brand attitudes.
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