The effectiveness of slow and fast pced TV commercials: some experimental empirical results

Irene Roozen () and Kristin Blondé
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Irene Roozen: Hogeschool-Universiteit Brussel (HUB), Belgium

No 2007/19, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: The main objective of this paper is analyse the influence of age and experience of fast- and slow visual information processing on the brand awareness and comprehension of TV commercials. The results indicate that age has a negative influence on the awareness. The results also indicate that consumers with significantly more experience with processing of fast visual information have a significantly higher score on the comprehension of ‘fast’ TV commercials. This effect is not pronounced for slow paced TV commercials. This suggests that if the advertiser has to choose the best choice will be a fast paced commercial.

Keywords: Information Processing; Paced Advertising; TV commercials; Comprehension; Brand Awareness (search for similar items in EconPapers)
Pages: 24 pages
Date: 2007-09
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