Title

The Effect of Interactive Program Loyalty Banners on Television Advertising Avoidance

Document Type

Conference Proceeding

Faculty

Faculty of Education and Arts

School

School of Communications and Arts

RAS ID

9105

Comments

Dix, S., Bellman, S., Haddad, H., & Varan, D. (2009). The effect of interactive program loyalty banners on television advertising avoidance. In Sustainable management and marketing: Australian and New Zealand Academy of Management Conference. Melbourne, Australia.

Abstract

This study used a sample of the general public in Australia to test whether program related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners.

This document is currently not available here.

 
COinS