Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism

Mayank Jyotsna Soni

No WP2013-03-02, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: This study explores how involvement of the audience with cognitive/affective program influence their processing of advertisements aired in between the program because of varying involvement within program. An experimental design was conducted. Cognitive ad recall was found to be higher when involvement with program (both cognitive and affective) is low than when involvement with program is high. Affective ad recall was found to be lower when involvement with program (cognitive and affective) is low than when the involvement with program is high. This study will be useful for managers in choosing television slots to broadcast their advertisements. ELM, Mood Protection Mechanism and Resource Matching Hypothesis are used to explain information processing mechanisms. The results also indicated a need of extending existing information processing theories.

Date: 2013-03-20
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