The Advertising Impact of an Interactive TV Program on the Recall of an Embedded Commercial

Verolien Cauberghe and Patrick De Pelsmacker

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 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...

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