Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism
Published By: IIMA on eSS | Published Date: March, 01 , 2013This study explores how involvement of the audience with cognitive/affective program
influence their processing of advertisements aired in between the program because of
varying involvement within program. An experimental design was conducted. Cognitive ad
recall was found to be higher when involvement with program (both cognitive and affective)
is low than when involvement with program is high. [IIMA W.P. No. 2013-03-02].
Author(s): Mayank Jyotsna Soni | Posted on: Apr 12, 2013 | Views(738) | Download (517)