TY - JOUR T1 - Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders JF - Journal of Advertising Research JO - J Advert Res SP - 217 LP - 227 DO - 10.2501/S0021849906060223 VL - 46 IS - 2 AU - Nicholas Reading AU - Steven Bellman AU - Duane Varan AU - Hume Winzar Y1 - 2006/06/01 UR - http://www.journalofadvertisingresearch.com/content/46/2/217.abstract N2 - 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. ER -