Publication
Title
The advertising impact of an interactive TV program on the recall of an embedded commericial
Author
Abstract
The impact of two dimensions of television program induced interactivity on advertisement and brand recall of an embedded commercial was examined with 246 respondents. Program-induced two-way communication (playing along with a quiz) had a strong negative impact on advertisement and brand recall. The negative effect of user control (amount of available clicks in the program) was also noticeable, but less prominent. There also appeared to be an interaction effect of two-way communication and user control on advertisement and brand recall. A moderate level of user control results in better recall when the respondent had no play along possibilities, but leads to less recall when he/she could play along with the quiz. Managerial implications and future research options are suggested
Language
English
Source (journal)
Journal of advertising research / Advertising Research Foundation [New York] - New York, N.Y., 1960, currens
Publication
New York, N.Y. : 2008
ISSN
0021-8499
1740-1909 [online]
Volume/pages
48:3(2008), p. 352-362
ISI
000259208100007
Full text (Publishers DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 14.01.2009
Last edited 30.03.2017
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