The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television The Impact of the Amount of Information and the Level of Interactivity on Brand Responses

被引：8

作者：

Cauberghe, Verolien ^{[3
]}

De Pelsmacker, Patrick ^{[1
,2
]}

机构：

[1] Univ Antwerp, Fac Appl Econ, B-2000 Antwerp, Belgium

[2] Univ Ghent, Ghent, Belgium

[3] Univ Ghent, Fac Social & Polit Sci, Ghent, Belgium

来源：

JOURNAL OF INTERACTIVE MARKETING | 2010年 / 24卷 / 04期

关键词：

Telescopic advertising; Interactive television; Interactivity; Information processing; Brand recall; Brand attitude; COGNITIVE LOAD; WEB-SITE; DECISION-MAKING; USER CONTROL; COMPLEXITY; ENVIRONMENTS; OVERLOAD; ATTITUDE; CONSEQUENCES; INVOLVEMENT;

D O I：

10.1016/j.intmar.2010.07.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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 (C) 2010 Direct Marketing Educational Foundation Inc Published by Elsevier Inc All rights reserved

引用

页码：297 / 308

页数：12

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