Title: Effectiveness of advertising formats in television

Authors: Josefa D. Martín-Santana; Eva Reinares-Lara; Pedro Reinares-Lara

Addresses: Department of Business Administration, Universidad de Las Palmas de Gran Canaria, Módulo C-1.05, Campus of Tafira, 35017, Las Palmas de Gran Canaria, Spain ' Department of Business Administration, Universidad Rey Juan Carlos, Paseo de los Artilleros s/n, Campus de Vicalvaro, 28032, Madrid, Spain ' Department of Business Administration, Universidad Rey Juan Carlos, Paseo de los Artilleros s/n, Campus de Vicalvaro, 28032, Madrid, Spain

Abstract: Advertising in television is developing beyond traditional commercial breaks. This trend requires considering how advertising and the content of television programmes can be used together with business aims. This study compares, in a real environment, the cognitive, affective and behavioural effects of a non-conventional advertising format, telepromotion, to those of a spot (conventional television commercial) on television audiences. Telepromotion obtained much higher levels of recall than spots. However, the quality of recall achieved by telepromotion was inferior to that obtained by spots. The results also show that telepromotion generates a higher recall, this may be directly related to a negative rating by the target audience.

Keywords: advertising effectiveness; advertising formats; nonconventional television advertising; telepromotion; TV adverts; TV ads; cognitive effects; affective effects; behavioural effects; audience rating.

DOI: 10.1504/IJIMA.2015.070714

International Journal of Internet Marketing and Advertising, 2015 Vol.9 No.2, pp.85 - 102

Received: 05 Mar 2014
Accepted: 22 Sep 2014

Published online: 20 Jul 2015 *

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