The impact of the length of preceding and succeeding ads on television advertising effectiveness

Document Type

Article

Publication Date

7-4-2017

Abstract

This study investigates the impact of the length of immediately surrounding commercials on the effectiveness of a given ad with the consideration of sequential order relations between two consecutive ads. The results show that the effect of proactive inhibition, the effect of an immediately preceding commercial, is fundamentally different from that of retroaction inhibition, the effect of an immediately succeeding ad. This study also found that proactive interference is stronger than retraction interference on the effectiveness of television advertising. Practical implications and suggestions for future research are also discussed.

Publication Source (Journal or Book title)

Journal of Marketing Communications

First Page

385

Last Page

399

This document is currently not available here.

Share

COinS