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Roadblock Advertising In the Digital Context

Does Paying to Limit Competing Messages Pay Off?

Biswajita Parida, Charles R. Taylor, Abhishek
DOI: 10.2501/JAR-2022-018 Published 1 September 2022
Biswajita Parida
Indian Institute of Technology Delhi,
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  • For correspondence: biswajitap@dms.iitd.ac.in
Charles R. Taylor
Villanova University,
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  • For correspondence: raymond.taylor@villanova.edu
Abhishek
Institute of Management Technology Ghaziabad,
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  • For correspondence: abhishek@imt.edu
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Abstract

Roadblock advertising involves limiting or blocking access to competing advertisements for a period of time and can be a useful option in the face of media fragmentation. This study introduces roadblock advertising to the academic literature, defines it, and proposes a typology of formats of this type of advertising. Three experimental studies are presented that compare the effectiveness of roadblock advertising with conventional “full-load” advertising; examine the effectiveness of two different types of roadblock advertising—within pod (concentrated) versus across pod (distributed); and compare the effects of within-pod and across-pod roadblock advertising for new versus familiar brands. Findings suggest that roadblock advertising has high potential for advertisers and is an effective technique for breaking through clutter.

  • Received July 13, 2021.
  • Received (in revised form) April 12, 2022.
  • Accepted April 22, 2022.
  • Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 3

Journal of Advertising Research: 62 (3)
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Roadblock Advertising In the Digital Context
Biswajita Parida, Charles R. Taylor, Abhishek
Journal of Advertising Research Sep 2022, 62 (3) 271-288; DOI: 10.2501/JAR-2022-018

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Roadblock Advertising In the Digital Context
Biswajita Parida, Charles R. Taylor, Abhishek
Journal of Advertising Research Sep 2022, 62 (3) 271-288; DOI: 10.2501/JAR-2022-018
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  • Article
    • Abstract
    • MANAGEMENT SLANT
    • INTRODUCTION
    • ROADBLOCK ADVERTISING
    • LITERATURE REVIEW
    • STUDY 1
    • STUDY 2
    • STUDY 3
    • GENERAL DISCUSSION
    • DIRECTIONS FOR FUTURE RESEARCH AND CONCLUSION
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