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

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 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....

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