Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism

dc.contributor.author	Soni, Mayank Jyotsna
dc.date.accessioned	2013-11-27T11:25:26Z
dc.date.available	2013-11-27T11:25:26Z
dc.date.copyright	2013-03
dc.date.issued	2013-11-27
dc.identifier.uri	http://hdl.handle.net/11718/11465
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.relation.ispartofseries	;W.P. No. 2013-03-02
dc.subject	Advertisement Placement	en_US
dc.subject	TV Programs	en_US
dc.subject	Different Roles of ELM	en_US
dc.subject	Mood Protection Mechanism	en_US
dc.title	Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism	en_US
dc.type	Working Paper	en_US