TY - JOUR
T1 - Effectiveness of telescopic advertisements delivered via personal video recorders
AU - Reading, Nicholas
AU - Bellman, Steven
AU - Varan, Duane
AU - Winzar, Hume
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=33845306498&partnerID=8YFLogxK
U2 - 10.2501/S0021849906060223
DO - 10.2501/S0021849906060223
M3 - Article
AN - SCOPUS:33845306498
VL - 46
SP - 217
EP - 227
JO - Journal of Advertising Research
JF - Journal of Advertising Research
SN - 1740-1909
IS - 2
ER -