The Residual Impact of Avoided Television Advertising

Steven Bellman · Anika Schweda · D. Varan

70 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Media and Digital Communication

Abstract

This study reports the results of a laboratory experiment that compared the effects of partial exposure associated with six major avoidance modes, including DVR (digital video recorder) ad skipping, against each other and against full-attention exposures as controls. The most common form of avoidance, ignoring advertisements (cognitive avoidance), has effects equal to fast-forwarding. Prior exposure increases effectiveness of recall as partial exposures, including fast forwarding, can act as reminder ads, but prior exposure also increases avoidance. Doubling the message of an ad in its sound track increases effectiveness and is the only way to counteract the effects of cognitive avoidance.

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References

1994Reliability Measures for Qualitative Data: Theory and Implications 1995A comparative analysis of four scales of consumer involvement 1991Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time 1997Predictors of Advertising Avoidance in Print and Broadcast Media 1988Advertising Repetition: A Critical Review of Wearin and Wearout 2003Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value 1995Visual Attention to Programming and Commercials: The Use of In-home Observations 1998To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials

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