Empirical Evidence of TV Advertising Effectiveness

Rubinson, Joel

doi:10.2501/s0021849909090321

Cited by 42 publications

(19 citation statements)

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“…Therefore, it was inevitable that new television formats for communicating with the public would arise (Farré & Fernández 2005;Hackley & Tiwsakul 2006). Advertisers' reactions to this loss of efficacy seem to have brought results, since, according to Rubinson (2009), television advertising is not only as effective as ever it was, but, in fact, there exist empirical indications of an increase in its effectiveness for achieving its marketing objectives.…”

Section: Introductionmentioning

confidence: 93%

Do new forms of television advertising occasion better recall than traditional advertising spots?

Arrazola

Hevia

Reinares

et al. 2013

International Journal of Advertising

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Section: Introductionmentioning

confidence: 93%

Do new forms of television advertising occasion better recall than traditional advertising spots?

Arrazola

Hevia

Reinares

et al. 2013

International Journal of Advertising

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“…The study therefore specifically investigates the role played by affective and cognitive responses in affecting advertising outcomes such as attitude toward the advertisement (ad) and behavioral intention to use the counseling service within high-anxiety individuals, who are identified as a major target group for counseling services. Although advertising effectiveness has been extensively researched (see, e.g., the meta-analyses of Brown, Homer, &Inman, 1998 andRubinson, 2009), there is scope to further research the topic within counseling services, where issues such as social stigma toward mental health disturbances can be a barrier to seeking help (Chandra & Minkovitz, 2007;Corrigan, 2004). Furthermore, despite decades on work in the area (see, e.g., Janis & Feshbach, 1954), a notable lack of theoretical and empirical clarity remains in the fear appeal literature on the type of message most effective in audiences that are already "scared" (Muthusamy, Levine, & Weber, 2009).…”

mentioning

confidence: 99%

Scared Stiff? The Effectiveness of Threat Appeals in Counseling Services Advertising to High-Anxiety Students

et al. 2013

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This exploratory study proposes and tests a theoretical model that analyzes threat appeals in regard to their effectiveness for high‐anxiety students, one of the major target groups for counseling services. In particular, affective and cognitive responses to a threat appeal advertisement and their effects on attitude toward the advertisement and behavior are examined. The results suggest that a strong threat appeal is not effective for counseling services but that positive emotions toward the advertisement and cognitive involvement have a positive impact on advertising outcomes. The study contributes further to knowledge of threat appeal effectiveness, targeting “anxious” audiences.

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“…All research methods have limits, and this was deemed an acceptable tradeoff given that most television advertisements are experienced by large numbers of viewers and thus inevitably have some impact (Rubinson, 2009). …”

Section: Discussionmentioning

confidence: 99%

Leveraging Synergy and Emotion In a Multi-Platform World

Steele¹,

Jacobs²,

Siefert³

et al. 2013

JAR

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• This integrated consumer neuroscience study offers evidence for a media model based on the type and degree of brand immersion. It shows how different, rapidly growing audiences approach, experience, and engage with content on television and online.• Results show that emotional engagement with unfamiliar brands is higher when first seen on television than online. Increased engagement translates into a nearly threefold advantage in post-exposure brand resonance, a biometric measure of brand equity.• The results also inform synergistic media planning to maintain brand equity with television while enhancing brand engagement within related online content. This model can help develop more effective strategies that embrace the changing media landscape and deliver greater ROI. • How could neuroscience help brand marketers and the advertising industry understand how and why audiences engage with various screens and platforms? JOURNAL OF ADVERTISING RESEARCH• What types of experiences are they looking for online versus on television?• What is the impact of choice of media METHODOLOGY The Brand Immersion ModelThe BIM is grounded in the belief that platform characteristics, viewer goals, and the interaction between the two have an impact on viewer experiences.

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Empirical Evidence of TV Advertising Effectiveness

Cited by 42 publications

References 0 publications

Do new forms of television advertising occasion better recall than traditional advertising spots?

Do new forms of television advertising occasion better recall than traditional advertising spots?

Scared Stiff? The Effectiveness of Threat Appeals in Counseling Services Advertising to High-Anxiety Students

Leveraging Synergy and Emotion In a Multi-Platform World

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