Using Interactive Program-Loyalty Banners To Reduce TV Ad Avoidance: Is It Possible to Give Viewers a Reason To Stay Tuned during Commercial Breaks?
Stephen Richard Dix
Curtin University of Technology
Steven Bellman
Interactive Television Research Institute
Hanadi Haddad
Edith Cowan University
Duane Varan
Interactive Television Research Institute
INTRODUCTIONNew technologies such as the digital video recorder, video-on-demand, and Internet Protocol television (IPTV) have advanced the ways in which viewers can avoid television advertising (Brasel and Gips, 2008; Donaldson, 2005; Fass, 2005). Such capabilities may force marketers (and their advertising agencies) to find new ways to advertise on television (Donaldson, 2005),...