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

Author:

Arrazola María1,de Hevia José1,Reinares Pedro1,Reinares Lara Ricardo2

Affiliation:

1. Rey Juan Carlos University

2. Mediaset España

Publisher

Informa UK Limited

Subject

Marketing,Communication

Reference46 articles.

1. Arrazola, M., de Hevia, J., Reinares, P. & Reinares, R. (2010) Do new forms of television advertising occasion better recall than traditional advertising spots? An analysis proposal by means of Probit models. Proceedings of the European Advertising Academy Icoria. Madrid: European Advertising Academy.

2. Carat (2005) Quantitative impact of the regulation on TV advertising markets in EU Member States, EEA countries, the new Member States and a number of third party countries. Report, 3 June (5/18). Spain: Carat.

3. Carat Crystal (2002) Etude sur le Développement des nouvelles techniques publicitaires. Rapport Final (April). France: Carat Crystal.

4. Chang, S., Newell, J. & Salmon, C.T. (2009) Product placement in entertainment media. International Journal of Advertising, 28(5), 783–806.

5. Chowdhury, R., Finn, A. & Olsen, G.D. (2007) Investigating the simultaneous presentation of advertising and television programming. Journal of Advertising, 36(3), 85–96.

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