Thin and thicker slices: How advertising effectiveness depends on exposure duration
AbstractAbstract: Consumers are exposed to rising numbers of ads for which they have falling amounts of time. This poses a serious challenge for advertisers and ad agencies who want to engage consumers with their ads, create positive impressions and build memory for their ads and brands. The bulk of ads in crowded media such as magazines, the Internet and outdoor media receive only a quick glance. And even if people decide to stop and take a closer look, attention is only a few seconds at most. Yet, whereas much is known about advertising processing and effectiveness after long exposures from about 5 seconds upwards and after brief exposures up to 30 milliseconds, surprisingly little is known about what happens in between these two extremes. This dissertation aims to contribute to closing this knowledge gap. It examines ads that differ in the extent to which they are representative (typical) for the advertised product category. Three empirical chapters demonstrate the decisive role that exposure duration plays in attitude and memory effects of typical and atypical ads, even within the range of a few seconds.
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Bibliographic InfoPaper provided by Tilburg University in its series Open Access publications from Tilburg University with number urn:nbn:nl:ui:12-5637284.
Date of creation: 2012
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Publication status: Published
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Web page: http://www.tilburguniversity.edu/
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