Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism
Abstract
This study explores how involvement of the audience with cognitive/affective program
influence their processing of advertisements aired in between the program because of
varying involvement within program. An experimental design was conducted. Cognitive ad
recall was found to be higher when involvement with program (both cognitive and affective)
is low than when involvement with program is high. Affective ad recall was found to be
lower when involvement with program (cognitive and affective) is low than when the
involvement with program is high. This study will be useful for managers in choosing
television slots to broadcast their advertisements. ELM, Mood Protection Mechanism and
Resource Matching Hypothesis are used to explain information processing mechanisms. The
results also indicated a need of extending existing information processing theories.
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