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Has TV advertising lost its effectiveness to other touch points?
-
Irene Roozen
and
Michel Meulders
Published/Copyright:
November 2, 2015
Abstract
In this paper we analyze the relative effectiveness of the moment of contact (touch point) between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude (cognitive, emotional and conative) and awareness measures (recall and recognition). The main research uses a 4x4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements – the traditional media channels – are significantly more effective than the internet, a non-traditional media channel.
Published Online: 2015-11-2
Published in Print: 2015-11-1
©2015 Walter de Gruyter GmbH, Berlin Boston
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Articles in the same Issue
- Frontmatter
- Articles
- The molding of mediatization: The stratified indispensability of media in close relationships
- “Help me. I am so alone.” Online emotional self-disclosure in shared coping-processes of children and adolescents on social networking platforms.
- How to take advantage of tablet computers: Effects of news structure on recall and comprehension
- Has TV advertising lost its effectiveness to other touch points?
- Research in brief
- The sociodemographics of political public deliberation: Measuring deliberative quality in different user groups
- Exploring the role of identification and moral disengagement in the enjoyment of an antihero television series
- Book Reviews
- Book Review
- Book Review
