RT Journal Article SR Electronic T1 Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders JF Journal of Advertising Research JO J Advert Res FD WARC SP 217 OP 227 DO 10.2501/S0021849906060223 VO 46 IS 2 A1 Nicholas Reading A1 Steven Bellman A1 Duane Varan A1 Hume Winzar YR 2006 UL http://www.journalofadvertisingresearch.com/content/46/2/217.abstract 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.