Advanced Search
MyIDEAS: Login

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

Contents:

Author Info

  • Roozen, Irene

    ()
    (Hogeschool-Universiteit Brussel (HUB), Belgium)

  • Blondé, Kristin
Registered author(s):

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://lirias.hubrussel.be/handle/123456789/2185
    Download Restriction: no

    Bibliographic Info

    Paper provided by Hogeschool-Universiteit Brussel, Faculteit Economie en Management in its series Working Papers with number 2007/19.

    as in new window
    Length: 24 pages
    Date of creation: Sep 2007
    Date of revision:
    Handle: RePEc:hub:wpecon:200719

    Contact details of provider:
    Web page: http://research.hubrussel.be
    More information through EDIRC

    Related research

    Keywords: Information Processing; Paced Advertising; TV commercials; Comprehension; Brand Awareness;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:hub:wpecon:200719. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sabine Janssens).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.