The effectiveness of slow and fast pced TV commercials: some experimental empirical results
AbstractThe 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.
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Bibliographic InfoPaper provided by Hogeschool-Universiteit Brussel, Faculteit Economie en Management in its series Working Papers with number 2007/19.
Length: 24 pages
Date of creation: Sep 2007
Date of revision:
Information Processing; Paced Advertising; TV commercials; Comprehension; Brand Awareness;
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