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2011 | OriginalPaper | Chapter

A Study on the Impact of TV Advertising Contacts during Dinner

Authors : Günter Silberer, Sascha Steinmann, Inga Blohm, Julia Vetter

Published in: Advances in Advertising Research (Vol. 2)

Publisher: Gabler

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Many commercials are still broadcast on TV, and many TV users often only have it on in the background without paying particular attention to the program. This article focuses on the impact of advertising in such situations. The discussion is centered on the following question: does it make a difference to the impact of advertising whether or not food and drinks are served and consumed while a TV program is on and, if there is food and drink, whether the brands served up or competing brands are advertised? In this, the priming and distractive impact of the consumption and the effects of congruence between the brands advertised and served are primarily of interest.

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Metadata
Title
A Study on the Impact of TV Advertising Contacts during Dinner
Authors
Günter Silberer
Sascha Steinmann
Inga Blohm
Julia Vetter
Copyright Year
2011
Publisher
Gabler
Book
Advances in Advertising Research (Vol. 2)

Print ISBN: 978-3-8349-3134-4

Electronic ISBN: 978-3-8349-6854-8

Copyright Year: 2011

DOI
https://doi.org/10.1007/978-3-8349-6854-8_28