Effectiveness of telescopic advertisements delivered via personal video recorders

Nicholas Reading*, Steven Bellman, Duane Varan, Hume Winzar

*Corresponding author for this work

Research output: Contribution to journalArticle

16 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)217-227
Number of pages11
JournalJournal of Advertising Research
Volume46
Issue number2
DOIs
Publication statusPublished - 2006
Externally publishedYes

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