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.
Download InfoIf 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.
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;
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral 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 references are entirely missing, you can add them using this form.