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Published in:
2015 | OriginalPaper | Chapter
Information Content Analysis of TV Advertising - The Spanish Case
Authors : Enrique Bigne, Marceio Royo, Antonio C. Cuenca
Published in: Proceedings of the 1993 World Marketing Congress
Publisher: Springer International Publishing
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Atter analyzing the information content of 477 ads aired by the two main Spanish TV channels we found that not all ads provided objective information, but that the proportion of informative ads and the amount of information carried by them seems to be greater than in other countries of our economic environment. There were no significant differences in informative content between the two channels, but there were differences with regard to product categories advertised. Future research could be directed towards expanding the categories for information analysis of TV ads given their continued presence in the life of the average consumer.