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Marketing Review St. Gallen
Published in: Marketing Review St. Gallen 5/2011

01-10-2011 | Mehrwert

The Effectiveness of New Television Advertising Formats – A Real-Time Experiment in Spain

Authors: Dr. Pedro Reinares Lara, Dr. Eva Reinares Lara

Published in: Marketing Review St. Gallen | Issue 5/2011

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Excerpt

The consolidation of new television advertising formats, such as “telepromotion” or “programme sponsorship”, has made it necessary to compare their supposed greater effectiveness with that of conventional commercial breaks. The aim of the study reported here was thus to analyse, in a real setting, the comparative effectiveness of a new television advertising format in terms of cognitive and affective objectives of the campaign, and also by direct measures of attributable commercial effects. …
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Literature
Arrazola, M./Hevia, J./Reinares, P./Reinares, R. (2010): Do New Forms of Television Advertising Occasion Better Recall Than Traditional Advertising Spots? An Analysis Proposal by Means of Probit Models, in: Proceedings of the European Advertising Academy Icoria, Madrid, Spain.
Carat (2005): Quantitative Impact of the Regulation on TV Advertising Markets in EU Member States, EEA Countries, the New Member States and a Number of Third Party Countries, Report 3 (5/18), Spain.
Carat Crystal/ Bird & Bird (2002): Etude sur le Développement des Nouvelles Techniques Publicitaires, Rapport Final (April), France.
Egta (2008): Practical Guide on the AMS Directive, Trade Association of Television and Radio Sales Houses, Brussels.
IP International Marketing (2005): Television 2005 International Key Facts, Luxembourg.
Reinares, P./Reinares, R. (2009): Managing Television Sponsorship: A Proposal Based on its Assessment by Agents in the Spanish Advertising Aystem, in: Journal of Sponsorship, 2, 4, pp. 354-366.
Reinares, R./San Pedro, M. (2009): Acciones Especiales: Bienvenidos a la Tercera Dimensión, in: AEDEMO Seminario de Televisión 2009: Proceedings of the 127th Seminario de AEDEMO, Bilbao, Spain.
Smit, E./Van Reijmersdal, E.A./Neijens, P. (2009): Today´s Practice of Brand Placement and the Industry Behind It, in: International Journal of Advertising, 28, 5, pp.761-782.
Woods, L. (2008): The Consumer and Advertising Regulation in the Television Without Frontiers and Audiovisual Media Services Directives, in: Journal of Consumer Policy, 31, pp. 63-77.
Metadata
Title
The Effectiveness of New Television Advertising Formats – A Real-Time Experiment in Spain
Authors
Dr. Pedro Reinares Lara
Dr. Eva Reinares Lara
Publication date
01-10-2011
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 5/2011
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-011-0064-7

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