Dr. Bruce Klopfenstein's Emerging New Media Blog: RQ3: What situational influences moderate the effectiveness of iTV ads?

17.9.07

FRERKING, HAUN, Holtzclaw

Answer via comment with citations.

At 17 September, 2007 11:10, Brian said...: You’re more likely to watch the ads if you’re by yourself. Peer pressure to skip ads when with others. Only 15-30% of people pay attention to TV ads anyway
O’Keefe, Brendan “Is Anyone Watching TV Ads” The Australian http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?risb=21_T2069993610&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T2069993618&cisb=22_T2069993617&treeMax=true&treeWidth=0&csi=244777&docNo=9

Time of day could influence willingness to watch ads or skip
Van Meurs, Lex. “Zapp! A Study on Switching Behavior During Commercial Breaks.” Journal of Advertising Research. http://search.ebscohost.com/login.aspx?direct=true&db=aqh&AN=534736&site=ehost-live

Interactive ads could create fatigue –
Steinberg, Brian. “Slow-‘em-down Spots Get Zapped by Ad Execs.” Advertising Age. http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=26218575&site=ehost-live
At 22 September, 2007 10:59, Dr. K said...: OK, this is what I call meeting the minimal requirements of the assignment. I really want everyone to be willing to go out on a limb with your comments. We don't need to be told the sun rises in the east, we're more interested in when the next earthquake is.

Dr. Bruce Klopfenstein's Emerging New Media Blog