Title
The effectiveness of telescopic ads delivered via interactive digital television: the impact of the amount of infomation and the level of interactivity on brand responses The effectiveness of telescopic ads delivered via interactive digital television: the impact of the amount of infomation and the level of interactivity on brand responses
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York ,
Subject
Economics
Source (journal)
Journal of interactive marketing. - New York
Volume/pages
24(2010) :4 , p. 297-308
ISSN
1094-9968
ISI
000284673600004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This experimental study examines two aspects that influence the effectiveness of a telescopic ad (dedicated advertising location, or DAL) on interactive digital television: the amount of information and the level of interactivity. Two hundred eighty-two respondents were allowed to interact with the DAL as long as they wanted. The results demonstrate that both the amount of information and the level of interactivity have a positive influence on time spent in the DAL. Furthermore, a higher level of interactivity has a positive effect on time spent in the DAL, brand recall, and attitude toward the brand when the amount of information is low but not when the amount of information is high. The amount of information in and of itself has no effect on brand recall and attitude toward the brand.
E-info
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