DOWNLOAD ~ Ad Pod Effects in TV Advertising: Order, Adjacency, And Informational\Emotional Appeal. by Academy of Marketing Studies Journal ~ eBook PDF Kindle ePub Free
eBook details
- Title: Ad Pod Effects in TV Advertising: Order, Adjacency, And Informational\Emotional Appeal.
- Author : Academy of Marketing Studies Journal
- Release Date : January 01, 1999
- Genre: Business & Personal Finance,Books,
- Pages : * pages
- Size : 260 KB
Description
INTRODUCTION The effects of various contexts on responses to advertising, especially television advertising, have received considerable attention from researchers. The relationship between programs and the emotions they evoke on the one hand and ad responses on the other has been especially well studied. For example, Goldberg and Gorn (1987) have explored the effect of happy and sad TV programs on reactions to commercials. They found that a happy program produced a more positive mood as viewers watched commercials, greater perceived commercial effectiveness, more affectively positive cognitive responses, and to some extent, better recall. Studying the power of feelings in understanding advertising effects, Edell and Burke (1987) also found that antecedent negative and positive feelings are an important predictor of ad effectiveness and that these feelings significantly influence beliefs about brand attributes and attitudes toward the brand.