 The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand ResponsesVerolien Cauberghe and Patrick De Pelsmacker Journal of Interactive Marketing, 2010, vol. 24, issue 4, 297-308 Abstract: 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. Keywords: Telescopic advertising; Interactive television; Interactivity; Information processing; Brand recall; Brand attitude (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:24:y:2010:i:4:p:297-308 DOI: 10.1016/j.intmar.2010.07.003 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.