TY - JOUR
T1 - Investigating the simultaneous presentation of advertising and television programming
AU - Chowdhury, Rafi M M I
AU - Finn, Adam
AU - Olsen, G. Douglas
PY - 2007/9
Y1 - 2007/9
N2 - An empirical investigation was conducted to evaluate the simultaneous presentation of advertising and television programming. This format was compared to the sequential presentation format in terms of ad-avoidance intention, generation of cognitive responses, and brand evaluations. Results indicate that the simultaneous presentation format reduces ad-zapping intentions. However, the distraction effect of the simultaneous viewing of the program leads to a reduction of the dominant cognitive response generated by the advertising message. Compared to sequential presentation, simultaneous presentation of advertising and programming reduces support arguments and brand evaluations for relatively strong messages, but not for relatively weak messages.
AB - An empirical investigation was conducted to evaluate the simultaneous presentation of advertising and television programming. This format was compared to the sequential presentation format in terms of ad-avoidance intention, generation of cognitive responses, and brand evaluations. Results indicate that the simultaneous presentation format reduces ad-zapping intentions. However, the distraction effect of the simultaneous viewing of the program leads to a reduction of the dominant cognitive response generated by the advertising message. Compared to sequential presentation, simultaneous presentation of advertising and programming reduces support arguments and brand evaluations for relatively strong messages, but not for relatively weak messages.
UR - http://www.scopus.com/inward/record.url?scp=34948900893&partnerID=8YFLogxK
U2 - 10.2753/JOA0091-3367360306
DO - 10.2753/JOA0091-3367360306
M3 - Article
AN - SCOPUS:34948900893
SN - 0091-3367
VL - 36
SP - 85
EP - 96
JO - Journal of Advertising
JF - Journal of Advertising
IS - 3
ER -