PT  - JOURNAL ARTICLE
AU  - Mark Yi-Cheon Yim
AU  - Seung-Chul Yoo
AU  - Brian D. Till
AU  - Matthew S. Eastin
TI  - In-Store Video Advertising Effectiveness
AID  - 10.2501/S0021849910091634
DP  - 2010 Dec 01
TA  - Journal of Advertising Research
PG  - 386--402
VI  - 50
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/50/4/386.short
4100  - http://www.journalofadvertisingresearch.com/content/50/4/386.full
SO  - J Advert Res2010 Dec 01; 50
AB  - The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head-mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers' field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.