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.