TV viewer characteristics and “Results beyond response”

Abstract

increased consumer acceptance of direct marketing, inflation in advertising costs, and demands for advertising accountability have combined to make television one of the fastest growing and changing direct response media. Even with these recent developments, relatively little is known about how viewers respond to direct response TV advertising. This article addresses this research void by examining the relationships between TV viewers' characteristics and their subsequent reactions to direct response TV commercials. The findings suggested: 1 ) that consumer characteristics are related to viewer reactions to direct response TV ads; 2) that specific viewer characteristics, rather than broad segmentation categories, have the strongest relationship to viewerresponses; and 3) that the strongest relationships are found between viewer characteristics and attitude and intention responses.

Profiling potential adopters and non‐adopters of an interactive electronic shopping medium

“…The evaluation of other attributes, such as low price, is dependent on type of product and retail institution shopped (Berkowitz et al, 1979;Korgaonkar, 1984;McDonald, 1993). Lastly, while little research has been conducted in the area of nonstore retailers' atmospherics, there is evidence regarding the importance of entertainment features of catalogs and television shopping programs (Gehrt and Carter, 1992;Nowak, 1992) with several trade analysts also suggesting that interactive shopping will be entertaining (Robins, 1994;Rollens, 1995). Relationships between attitude regarding perceptions of these retailer attributes and adoption intent led to the formulation of the following hypothesis: H1: Among all adoption-intent groups, overall attitude toward interactive teleshopping attributes (i.e.…”

Stroke Knowledge in an Irish Semi-Rural Community-Dwelling Cohort and Impact of a Brief Education Session

“…[17][18][19]26,32,33 The high cost of mass media campaigns limits their availability, however. Television viewing habits vary among demographic groups, 34,35 and it is possible that mass media campaigns might not reach the population as a whole. Evidence suggests that the groups at greatest risk (age .65 years) might not be targeted by this approach.…”

Purchasing vacation packages through shop-at-home television programs: An analysis of consumers' consumption motives

“…For example, Lavin (1992) argues that home shopping may even be a form of impulsive purchase. Similarly, Nowak (1992) shows that the pleasure in viewing SAHTV and buying behavior are positively correlated.…”