A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners
| dc.contributor.author | Dix, Steve | |
| dc.date.accessioned | 2017-01-30T11:06:57Z | |
| dc.date.available | 2017-01-30T11:06:57Z | |
| dc.date.created | 2010-08-24T20:02:59Z | |
| dc.date.issued | 2010 | |
| dc.identifier.citation | Dix, Steve. 2010. A new method to reduce TV ad avoidance: the effectiveness of interactive program loyalty banners, Marketing Insights; School of Marketing Working Paper Series: no. 2010007, Curtin University of Technology, School of Marketing. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/8477 | |
| dc.description.abstract |
This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners. | |
| dc.publisher | School of Marketing, Curtin Business School | |
| dc.subject | ad avoidance | |
| dc.subject | advertising | |
| dc.subject | loyalty banner | |
| dc.subject | Interactive banner | |
| dc.subject | advertising impact | |
| dc.title | A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners | |
| dc.type | Working Paper | |
| dcterms.source.volume | 2010007 | |
| dcterms.source.series | Marketing Insights | |
| curtin.accessStatus | Open access | |
| curtin.faculty | Curtin Business School | |
| curtin.faculty | School of Marketing |