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.
