PT - JOURNAL ARTICLE AU - Nicholas Reading AU - Steven Bellman AU - Duane Varan AU - Hume Winzar TI - Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders AID - 10.2501/S0021849906060223 DP - 2006 Jun 01 TA - Journal of Advertising Research PG - 217--227 VI - 46 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/46/2/217.short 4100 - http://www.journalofadvertisingresearch.com/content/46/2/217.full SO - J Advert Res2006 Jun 01; 46 AB - The advent of personal video recorders (PVRs) may alter existing patterns of television advertising viewing. Although much of this might be characterized by increased advertising avoidance, this article explores the potential for a new advertising model utilizing PVRs, “telescopic advertising,” enabling viewers to access extended content associated with the advertising. The effectiveness of four telescopic advertisements is compared with advertisements for the same products using the traditional 30-second TV commercial format and the infomercial format. Across four product categories, using an Australian sample, telescopic advertisements achieved significantly higher attitude toward the advertisement, attitude toward the brand, and behavioral intentions.