Year: 2006
Type: article
Abstract: ABSTRACT The advent of personal video recorders (PVRs) may alter existing patterns of television advertising viewing. Although much of this might be characterized by increased advertising avoidance, this article explores the potential for a new advertising model utilizing PVRs, “telescopic advertising,” enabling viewers to access extended content associated with the advertising. The effectiveness of four telescopic advertisements is compared with advertisements for the same products using the traditional 30-second TV commercial format and the infomercial format. Across four product categories, using an Australian sample, telescopic advertisements achieved significantly higher attitude toward the advertisement, attitude toward the brand, and behavioral intentions.
Source: Journal of Advertising Research
Authors: Nicholas Reading, Steven Bellman, Duane Varan, Hume Winzar
Institutions: Rio Tinto (Australia), Murdoch University, Griffith University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2048410074