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Journal Article•DOI•

Effectiveness of telescopic advertisements delivered via personal video recorders

Nicholas Reading1, Steven Bellman2, Duane Varan2, Hume Winzar3•
Rio Tinto Group1, Murdoch University2, Griffith University3
01 Jun 2006-Journal of Advertising Research (World Advertising Research Center)-Vol. 46, Iss: 2, pp 217-227
TL;DR: In this article, a study conducted in Australia examined the potential effectiveness of telescopic advertising by comparing it with two traditional advertising formats (the 30-second commercial and the long-format commercial).
Abstract: Purpose - Assess whether a new type of TV advertising format, telescopic advertising, results in increased advertising effectiveness. Design/methodology/approach - Reports on how personal video recorders (PVRs) are generally regarded as being detrimental to consumer exposure to advertisements. Suggests that PVRs may result in new models of advertising, including 'telescopic' advertising that allows consumers to access additional audio-visual advertising content on demand. Features a study conducted in Australia examining the potential effectiveness of telescopic advertising by comparing it with two traditional advertising formats (the 30-second commercial and the long-format commercial). Drawing on a relevant literature review to present a number of hypotheses that were tested on 154 students at an Australian university. Findings - Puts forward how the telescopic advertising was found to be more effective than both forms of traditional advertising; outlines how it was more effective with regard to attitude towards the advertisement, brand and the behavioural intentions of consumers toward the brand. Measure whether novelty effected the findings; student sample. Originality/value - Provides evidence that telescopic advertising makes consumers more likely to buy the advertised product.

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Effectiveness of Telescopic Advertisements Delivered via
Personal Video Recorders
Author
Reading, Nicholas, Bellman, Steven, Varan, Duane, Winzar, Hume
Published
2006
Journal Title
Journal of Advertising Research
Copyright Statement
© 2006 Cambridge University Press : Reproduced in accordance with the copyright policy of the
publisher : This journal is available online - use hypertext links.
Downloaded from
http://hdl.handle.net/10072/12324
Link to published version
http://www.jar.warc.com/
Griffith Research Online
https://research-repository.griffith.edu.au
Citations
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Posted Content•
The Effects of Length, Content, and Repetition on Television Commercial Effectiveness

[...]

Surendra N. Singh1, Catherine A. Cole2•
University of Kansas1, University of Iowa2
01 Feb 1993-Social Science Research Network
TL;DR: In this paper, the effectiveness of 15-second television commercials and 30-second TV commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables.
Abstract: Many advertisers have argued that 15-second television commercials should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. Reported are the findings of a laboratory experiment which compares the effectiveness of 15-second television commercials and 30-second television commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables. Results indicate that informational 15-second commercials are as effective as informational 30-second commercials in several situations and can be used as standalone units. It is also shown that emotional 30-second commercials are superior to emotional 15-second commercials in influencing a viewer's learning of brand name and attitude. The reasons for and the implications of these findings are considered.

176 citations

Journal Article•DOI•
Breaking Through Fast-Forwarding: Brand Information and Visual Attention

[...]

S. Adam Brasel1, James Gips1•
Boston College1
01 Nov 2008-Journal of Marketing
TL;DR: In this article, the authors explore how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises.
Abstract: This research explores how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises. Building on prior work in visual marketing and perceptual psychology, the authors conduct two eye-tracker studies that show how fast-forwarding viewers pay more attention during commercials, but their attention is heavily limited to the center of the screen. Fast-forwarded advertisements containing brand information at screen center still create brand memory even with a 95% reduction in frames and complete loss of audio, whereas advertisements with brand information located elsewhere are of virtually no value. A third study shows that fast-forwarded commercials containing extensive central brand information can positively affect brand attitude, behavioral intent, and even actual choice behavior. These findings show that marketers can counteract the negative effects of digital video recorders...

73 citations

Journal Article•DOI•
Using the P3a to gauge automatic attention to interactive television advertising

[...]

Shiree Treleaven-Hassard1, Joshua Gold2, Steven Bellman1, A. Schweda1, Joseph Ciorciari2, Christine Critchley2, Duane Varan1 •
Murdoch University1, Swinburne University of Technology2
01 Oct 2010-Journal of Economic Psychology
TL;DR: In this paper, the first step to an understanding of how engagement with interactive television advertisements may increase the relevancy of a brand and facilitate the automatic processing of the brand's logo (measured via the P3a) after viewing the advertisement, compared to non-interactive television ads.

43 citations

Journal Article•DOI•
A Comparison of Three Interactive Television AD Formats

[...]

Steven Bellman1, A. Schweda1, Duane Varan1•
Murdoch University1
01 Sep 2009-Journal of Interactive Advertising
TL;DR: The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates.
Abstract: This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates.

39 citations

Cites background or methods from "Effectiveness of telescopic adverti..."

  • ...This icon is typically accompanied by a text message that invites viewers to press a button on their remote control (i.e., the red button on Sky, the SELECT/OK button on Wink/Open TV) to take advantage of an offer, such as a brochure or "call back," or enter a sweepstake....

    [...]

  • ...If the offer requires details such as a name or telephone number, which can take several minutes to enter, the banners will superimpose over the next content (which on Sky is always a program, because the iTV ads are always last in a break), until the interaction is complete....

    [...]

  • ...Again, this format is widely used on Sky in the United Kingdom....

    [...]

  • ...We choose this measure not only to compare iTV ads with regular ads but also because iTV purchase ads are still very rare in the field; only 1% of Wink ads, and no Sky ads at all, have been purchase ads....

    [...]

  • ...The interactivity in impulse response ads is very limited, often involving only a second button press (e.g., the blue button on the Sky platform) to confirm "taking" the offer, which prevents accidental requests and ordering by young children....

    [...]

Journal Article•DOI•
Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness.

[...]

Joanne M. Harris, Joseph Ciorciari1, John Gountas•
Swinburne University of Technology1
18 Apr 2019-Systems Research and Behavioral Science
TL;DR: Electroencephalography and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability, and ManUp also had the highest increased amount donated after viewing.
Abstract: This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns.

29 citations

References
More filters
Journal Article•DOI•
The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.

[...]

Reuben M. Baron, David A. Kenny
01 Dec 1986-Journal of Personality and Social Psychology
TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
Abstract: In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators.

80,095 citations

Book•
A Theory of Cognitive Dissonance

[...]

Leon Festinger1•
Stanford University1
01 Jan 1957
TL;DR: Cognitive dissonance theory links actions and attitudes as discussed by the authors, which holds that dissonance is experienced whenever one cognition that a person holds follows from the opposite of at least one other cognition that the person holds.
Abstract: Cognitive dissonance theory links actions and attitudes It holds that dissonance is experienced whenever one cognition that a person holds follows from the opposite of at least one other cognition that the person holds The magnitude of dissonance is directly proportional to the number of discrepant cognitions and inversely proportional to the number of consonant cognitions that a person has The relative weight of any discrepant or consonant element is a function of its Importance

22,553 citations

Book•
Satisfaction: A Behavioral Perspective On The Consumer

[...]

Richard L. Oliver
26 Sep 1996
TL;DR: Satisfaction: Satisfaction is defined as "the object of desire" as mentioned in this paper, and it is defined by attributes, features, and dimensions of a person's attributes and dimensions.
Abstract: List of Tables List of Figures Preface 1 Introduction: What Is Satisfaction? PART 1 BASIC SATISFACTION MECHANISMS 2 The Performance of Attributes, Features, and Dimensions 3 Expectations and Related Comparative Standards 4 The Expectancy Disconfirmation Model of Satisfaction PART 2 ALTERNATIVE AND SUPPLEMENTARY COMPARATIVE OPERATORS 6 Quality: The Object of Desire 7 The Many Varieties of Value in the Consumption Experience 8 Equity: How Consumers Interpret Fairness 9 Regret: What Might Have Been, and Hindsight (What I Knew Would Be) PART 3 SATISFACTION PROCESSES AND MECHANISMS 10 Cognitive Dissonance: Fears of What the Future Will Bring (and a Few Hopes) 11 Why Did It Happen? Attribution in the Satisfaction Response 12 Emotional Expression in the Satisfaction Response 13 The Processing of Consumption PART 4 SATISFACTION'S CONSEQUENCES: WHAT HAPPENS NEXT? 14 After Satisfaction: The Short Run Consequences 15 Loyalty and Financial Impact: Long-term Effects on Satisfaction Name Index Subject Index About the Author

6,613 citations

Journal Article•DOI•
Measuring the Involvement Construct

[...]

Judith Lynne Zaichkowsky
01 Dec 1985-Journal of Consumer Research
TL;DR: The Personal In-volvement Inventory was developed over four data sets of 268 undergraduate psychology students, two data set of 49 MBA students, and two data sets with 57 clerical and administrative staff members as mentioned in this paper.
Abstract: SUMMARY The purpose of the study was to develop a scale tomeasure the construct of involvement. Hence, a se-mantic differential scale was developed to capture theconcept of involvement for products. This Personal In-volvement Inventory was developed over four data setsof 268 undergraduate psychology students; two data setswith 49 MBA students; and two data sets with 57 clericaland administrative staflf members. The scale was dem-onstrated to have content validity by expert judges attwo phases of the scale development: first, for the se-lection of items, and second, through classification ofopen-ended responses from subjects. The reliability orstability of the scale over time was checked over twosubject populations for an average test-retest correlationof 0.90. The criterion-related validity of the scale waschecked by demonstrating agreement with the order ofvarious products as found in previous studies. The con-struct validity—the test ofthe scale to theoretical prop-ositions—was then carried out. The scale was admin-istered to clerical and administrative staff and coveredthree different product categories and several statementsof behavior proposed to be representative of involve-ment. Over all three product categories there was a pos-itive relationship between the scale scores and the sub-jects' responses to the statements of theoretical prop-ositions pertaining to involvement.

5,489 citations

Journal Article•DOI•
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

[...]

Richard E. Petty, John T. Cacioppo, David W. Schumann
01 Sep 1983-Journal of Consumer Research
TL;DR: This article found that manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a higher impact under low than high involvement.
Abstract: Undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement. These results are consistent with the view that there are two relatively distinct routes to persuasion.

4,372 citations

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