IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

Interactive TV advertising: iTV ad executional factors

  • Bellman, Steven
  • Schweda, Anika
  • Varan, Duane
Registered author(s):

    This study examines over 500 campaigns from the first six years of interactive TV (iTV) advertising in the United Kingdom, the market with one of the world's highest interactive digital TV penetration rates (90% of households). The study examines the effect on the interactive response rate of 96 executional factors in iTV ads. The results identify the top-10 executional factors that cause the largest increases or decreases in the response rate, as well as 11 other factors that help or hurt the response rate in specific product categories. Appendix A describes these 21 factors in detail and lists the other 75 iTV ad executional factors that have no effect on response rate.

    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://www.sciencedirect.com/science/article/pii/S014829631100004X
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 6 ()
    Pages: 831-839

    as
    in new window

    Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:831-839
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    as in new window
    1. Jaeki Song & Fatemeh "Mariam" Zahedi, 2005. "A Theoretical Approach to Web Design in E-Commerce: A Belief Reinforcement Model," Management Science, INFORMS, vol. 51(8), pages 1219-1235, August.
    2. Chandon, Jean Louis & Chtourou, Mohamed Saber & Fortin, David R., 2003. "Effects of Configuration and Exposure Levels on Responses to Web Advertisements," Journal of Advertising Research, Cambridge University Press, vol. 43(02), pages 217-229, June.
    3. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(04), pages 410-418, December.
    Full references (including those not matched with items on IDEAS)

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

    When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:831-839. 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: (Zhang, Lei)

    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.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.