The Advertising Impact of an Interactive TV Program on the Recall of an Embedded Commercial
Verolien CaubergheUniversity of Antwerp
Patrick de PelsmackerUniversity of Antwerp
Interactive Digital TV (IDTV), the merging of the internet and TV, has been launched in most Western countries, with the potential of reaching many consumers (Lombard and Snyder-Dutch, 2001). In spite of its growing popularity, this relatively new medium technology has received little academic attention (Kang, 2002; Kim and Sawhney, 2002). IDTV in its essence combines broadcast content (multimedia content) with interactivity. This “hyper-multimedia” content can be distributed via cable, satellite, or broadband (cf....