Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis

Arrazola, María; Hevia, José de; Reinares, Pedro

doi:10.1080/08997764.2016.1239621

Cited by 6 publications

(4 citation statements)

References 34 publications

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“…These results confirm that program sponsorship bumpers are a viable and economical alternative to television advertising (Arrazola et al , 2016; Olson and Thjømøe, 2012). The results replicate findings showing that sponsorship bumpers can be as effective as 30-s ads (Olson and Thjømøe, 2012).…”

Section: Implications For Advertiserssupporting

confidence: 78%

“…Research has shown that 5-s sponsorship bumpers can deliver as much or more brand recognition and brand liking as 30-s TV spot ads, for both familiar and unfamiliar brands (Arrazola et al , 2016; Olson and Thjømøe, 2012). Together with their low cost – regulation restricts bumper creativity and television networks can produce bumpers for no cost to the advertiser (Arrazola et al , 2016; Olson and Thjømøe, 2012) – this high level of effectiveness attracts advertisers to bumpers. In addition to buying bumpers alone, advertisers can buy sponsorship bumper and TV spot advertising packages.…”

Section: Introductionmentioning

confidence: 99%

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How TV sponsorship can help television spot advertising

Bellman

Murphy

Arismendez³

et al. 2019

EJM

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Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.

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Section: Implications For Advertiserssupporting

confidence: 78%

Section: Introductionmentioning

confidence: 99%

How TV sponsorship can help television spot advertising

Bellman

Murphy

Arismendez³

et al. 2019

EJM

View full text Add to dashboard Cite

show abstract

“…Interna telepromocija je komercijalna komunikacija koje se isporučuje (uglavnom uživo) tokom redovnih emisija koje imaju svoje prepoznatljive voditelje. Svrha ovih komunikacija je povezati oglašeni proizvod sa najpoznatijim televizijskim licima" (Arrazolaa, De Heviaa, Reinaresb, 2016). Adresirano TV oglašavanje je mogućnost prikazivanja različitih oglasa različitim domaćinstvima dok gledaju isti program.…”

Section: Trijumf Televizije U Digitalnom Dobuunclassified

Digitalno doba i „stari” mediji – vreme novih izazova

Peković¹

2021

Digitalni Horizonti Kulture, Umetnosti I Medija

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“…The circumstances that have influenced the evolution of the audiovisual media landscape and its advertising formats are varied. Some of them are the digitization and increased number of communication channels, the global crisis in the advertising sector, or the phenomenon of hybridization, which mixes commercial messages with entertainment or fiction content [1][2][3][4][5]. These are factors present in the Spanish scenario but equally applicable from a world perspective [6].…”

Section: Introductionmentioning

confidence: 99%

Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

Palomo-Domínguez

Zemlickienė

2022

Sustainability

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The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market.

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Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis

Cited by 6 publications

References 34 publications

How TV sponsorship can help television spot advertising

How TV sponsorship can help television spot advertising

Digitalno doba i „stari” mediji – vreme novih izazova

Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

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