Investigating the simultaneous presentation of advertising and television programming

Rafi M.M.I. Chowdhury, Adam Finn, G. Douglas Olsen

Research output: Contribution to journalArticle

31 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)85-96
Number of pages12
JournalJournal of Advertising
Volume36
Issue number3
DOIs
StatePublished - Sep 1 2007
Externally publishedYes

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ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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