Effectiveness Of TV Commercials Research Articles

EMOTIONAL CONTEXT AND EFFECTIVENESS OF TV ADVERTISING

This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, attitude toward the ad (Aad), attitude toward the brand (Ab), and purchase intent (PI). Results of Experiment 1 revealed that participants who were pre-exposed to a positive emotional context had a more positive Aad, Ab and a higher PI, when compared to those who were pre-exposed to a negative emotional context. Experiment 2 demonstrated that pre-exposure to the positive emotional context was associated with more positive Ab and a higher PI, while preexposure to the negative emotional context led to more negative Aad. In both experiments there was no indication of the influence of the emotional context on Ad recall. However, data from Experiment 2 suggested that both positive and negative emotional contexts positively affected ad recognition, when compared to an emotionally neutral situation. In conclusion, our findings advocate the importance of emotional context in which TVCs are broadcasted to the general public, a fact that has been vastly neglected so far by media planners.

Effects of TV Commercials on Social and Cultural Norms: An Analysis of Viewer’s Perceptions

The present study aim is to highlight the role of advertisements on the audience and violation of social and cultural values. In citing people to purchase goods and services is the main role of advertising. To illustrate the violation of social and cultural values in TV advertisements and measure its impact on the audience, this study employs two different data sets. First, the data consisted of TV advertisements which have been released during the last five years. These ads were analyzed to see the actual instances and measure the extent of violations of social and cultural values in the ads. These ads lead to see the contents of violation of social and cultural norms in our society. The second data base is obtained through questionnaires. SPSS was used for systematic evaluation of the data. Keywords: Commercials, SPSS, questionnaires and audience.

The effects of TV commercials using less thin models on young women's mood, body image and actual food intake

This study experimentally tested the effects of exposure to television commercials using less thin models on mood, body focused anxiety and food intake, as compared to the effects of commercials using thin models. In a naturalistic setting, 110 young women were exposed to a neutral movie, interrupted by two commercial breaks. The commercial breaks contained real commercials using either less thin ( n = 32) or thin models ( n = 39), or neutral commercials ( n = 39). During watching television, participants could freely eat snack food. Further, their mood and body focused anxiety was assessed. ANOVAs revealed no effects on body focused anxiety, but women reported a more negative mood and ate less after exposure to commercials using less thin models than after exposure to commercials using thin models. These results imply that using less thin models in commercials explicitly referring to the thin ideal does not make women feel better.

Zapping Behavior during Commercial Breaks

<h3>ABSTRACT</h3> The impact of consumer channel switching, or ‘zapping,’ on the effectiveness of TV commercials is addressed. Among the more significant findings in this research is the result that nonzappers can recall more of the brands advertised than zappers. Furthermore, for brands that are successfully recalled by zappers, those placed toward the end of a commercial break achieve the highest level of recall.

Adult's Evaluation of the Effects of TV Commercials on Children's Consumptive Behavior

Adult's Evaluation of the Effects of TV Commercials on Children's Consumptive Behavior

Parameter Stability and "Carry-Over Effects" in a Consumer Decision-Process Model

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TV update

The public debate over television and its impact on children is heating up. Two highly visible skirmishes of 1978 are the investigation into television advertising to children by the Federal Trade Commission (FTC) and the trial in California of a bizarre rape claimed to have been perpetrated in imitation of a crime which appeared on a television drama. The FTC has scheduled nile-making hearings in the fall of 1978 to consider whether television advertising to young children is inherently "unfair and deceptive" and whether restrictions should be placed specifically on the advertising to children of sugared products. Entering into these deliberations will be research and anecdotal evidence and authoritative opinions about the developmental capacity of children to make discerning judgments regarding advertising; the relation between sugar intake and dental caries and obesity; and the potentially disruptive effects of TV commercials on family life.

Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials

Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.

Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials

Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials

Quantitative Analyses of the Effectiveness of TV Commercials

Quantitative Analyses of the Effectiveness of TV Commercials

Quantitative Analyses of the Effectiveness of TV Commercials

A test of a particular television commercial or of a print advertisement represents a sampling of dynamic respondent brand awareness and choice. A simple structural relationship is described which can provide useful insights for interpreting test results and for dealing with audience-commercial wearout phenomena.