RQ3: What situational influences moderate the effectiveness of iTV ads?

RQ3: What situational influences moderate the effectiveness of iTV ads?


Answer via comment with citations.


At 17 September, 2007 11:10, Blogger 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, Blogger 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.


Post a Comment

<< Home