Children's responses to traditional versus hybrid advertising : the moderating role of persuasion knowledge
Faculty of Applied Economics
Journal of consumer policy. - Dordrecht
, p. 235-255
University of Antwerp
Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, childrens responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame, and their combination), and the moderating role of persuasion knowledge, are investigated. Results show that children who played an advergame have more difficulty recalling the advertised brand than children who saw a traditional television advertisement. When confronted with integrated marketing communications (a trailer followed by an advergame), children without knowledge of persuasive intent developed a more positive brand attitude than children with persuasion knowledge. The implications of these results are discussed.