Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Historia y Comunicación Social; Vol. 21 No. 1 (2016); 257-278; Historia y Comunicación Social; Vol. 21 Núm. 1 (2016); 257-278; 1988-3056; 1137-0734

Electronic Resource

https://revistas.ucm.es/index.php/HICS/article/view/52695
https://revistas.ucm.es/index.php/HICS/article/view/52695/48449
https://revistas.ucm.es/index.php/HICS/article/view/52695/48449
*ref*/Amos, C.; Holmes, G.; Strutton, D. (2008). “Exploring the relationship between celebrity endorser effects and advertising effectiveness. A quantitative synthesis of effect size”. En International Journal of Advertising, vol. 27, nº 2. p.209-234.
*ref*/Arrazola, M.; Hevia, J.; Reinares, P.; Reinares, R. (2013). “Do new forms of television advertising occasion better recall than traditional advertising spots?. En International Journal of Advertising, vol. 32, nº. 2. p.281-300. doi: 10.2501/IJA-32-2-281-300
*ref*/Baddeley, A. (1990). Human Memory: Theory and Practice. Boston: Allyn & Bacon.
*ref*/Balasubramanian, S.K. (1994). “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues”. En Journal of Advertising, vol. 23 nº 4. p.29-46. doi: 10.1080/00913367.1943.10673457
*ref*/Bartel-Sheehan, K.; Guo, A. (2005). “Leaving on a branded jet plane: An exploration of audience attitudes towards product assimilation in television content”. En Journal of Current Issues and Research in Advertising, vol.27, nº1. p.79-91. doi: 10.1080/10641734.2005.10505175
*ref*/Beerli, A.; Martín, J.D. (1998). “Memory-Based Advertising Effectiveness Techniques: Recall versus Recognition”. En: ZOPOUNIDIS, C. Y PARDALOS, P.M. (Eds.). Managing in Uncertainty: Theory and Practice. Amsterdam: Kluwer Academic Publishers. p.183-201. doi: 10.1007/978-1-4757-2845-3_13
*ref*/Burke, R.; Srull, T.K. (1988). “Competitive Interference and Consumer Memory for Advertising”. En Journal of Consumer Research, vol.15, nº1. p.55-68. doi: 10.1086/209145
*ref*/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 18/18. Stages B and C. Disponible en http://ec.europa.eu/avpolicy/docs/library/studies/2003/44_03_re_us.pdf [20/09/2013].
*ref*/Chowdhury, R.; Finn, A.; Olsen, G. (2007). “Investigating the Simultaneous Presentation of Advertising and Television Programming”. En Journal of Adverti¬sing, vol.36, nº3. p.85-96. doi: 10.2753/JOA0091-3367360306
*ref*/Dahlén, M.; Edenius, M. (2007). “When is advertising advertising? Compar¬ing responses to traditional and non- traditional advertising media”. En Jour¬nal of Current Issues and Research in Advertising, vol. 29, nº1. p.33-42. doi: 10.1080/10641734.2007.10505206
*ref*/Dawson, C. (1996). “Television advertising: In need of reinvention?”. En Inter¬national Journal of Advertising, vol.15, nº4. p.302-313. doi: 10.1111/j.0265-0487.1996.00030.pp.x
*ref*/De Pelsmacker, P.; Geuens, M.; Vanden Bergh, J. (2005). Marketing Communicatie. Amsterdam: Pearson Education.
*ref*/Egta (2008). Egta Practical guide on the EU directive on AMS. Brussels: Associa¬tion of television and radio sales houses. Egta.
*ref*/Farré, J.; Fernández, J. (2005). “Non-Conventional Advertising on Full-Ser¬vice Television”. En Quaderns del CAC, vol.22 nº mayo-agosto. p.3-18.
*ref*/Fernández Cavia, J. (2005). “Non-Conventional Formats and the Transforma¬tion of the Television Advertising Business”. En Quaderns del CAC, vol.22, nº mayo-agosto. p.33-45.
*ref*/Furnham, A.; Bergland, J.; GUNTER, B. (2002). “Memory for television advertisements as a function of advertisement-programme congruity”. En Applied Cognitive Psychology, vol.16, nº 5. p.525-545. doi: 10.1002/acp.812
*ref*/Gupta, P.B.; Gould, S.J. (2007). “Recall of Products Placed as Prizes Versus Commercials in Game Shows”. En Journal of Current Issues and Research in Advertising, vol.29, nº.1. p.43-54. doi: 10.1080/10641734.2007.10505207
*ref*/HA, L.; Mccann, K. (2008). “An integrated model of advertising clutter in offline and online media”. En International Journal of Advertising, vol.27, nº.4. p.569-592.
*ref*/Hackley, C.; Tiwsakul, A. (2006). “Entertainment Marketing and Experiential Consumption”. En Journal of Marketing Communications, vol.12, nº1. p.63-75. doi: 10.1080/13527260500358608
*ref*/Hetsroni, A.; Asya, I. (2002). “A Comparison of values in infomercials and commercials”. En Corporate Communications: An International Journal, vol.7, nº1. p.34-45. doi: 10.1108/13563280210416026
*ref*/IP Network (2007). Sectorial Survey Television. IP Network.
*ref*/Jeong, Y.; Kim, Y.; Zhao, X. (2011). “Competing for consumer memory in televi¬sion advertising: an empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts”. En International Journal of Adver¬tising, vol.30, nº4. p.617-640. doi: 10.2501/IJA-30-4-617-640
*ref*/Lardinoit, T. (1999). “Interaction des parrainages terrain et TV : impact sur deux niveaux de mémorisation”. En: Proceedings of the 15th Congress of the French Marketing Association AFM. Strasbourg: Association Française de Marketing. p.585-602.
*ref*/Lee, M.; Faber, R.J. (2007). “Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention”. En Jour¬nal of Advertising, vol.36, nº4. p.75-90. doi: 10.2753/JOA0091-3367360406
*ref*/Li, C. (2010). “Primacy effect or recency effect? A long-term memory test of Super Bowl commercials”. En Journal of Consumer Behaviour, vol.9, nº1. p.32-44. doi: 10.1002/cb.291
*ref*/Lord, K.R.; Burnkrant, R.E. (1993). “Attention versus distraction: The interactive effect of program involvement and attentional devices on commer¬cial processing”. En Journal of Advertising, vol.22, nº1. p.47-60. doi: 10.1080/00913367.1993.10673396
*ref*/Lowrey, T.M. (2006). “The relation between script readability and commercial memorability”. En Journal of Advertising, vol.35, nº3. p.7-15. doi: 10.2753/JOA0091-3367350301
*ref*/Lowrey, T.M.; Shrum, L.J.; Mccarty, J.A. (2005). “The Future of Television Advertising”. En: KIMMEL, A.J. (Ed.). Marketing Communication: Emerging Trends and Developments. New York: Oxford University Press. p.113-132.
*ref*/Martín, J.D.; Reinares, E.; Reinares. P. (2012). “Análisis comparativo de la eficacia publicitaria en televisión: telepromoción versus spot”. En Revista Española de Investigación y Marketing, vol.16, nº2. p.28-47. doi: 10.1016/S1138-1442(14)60014-0
*ref*/Masterson, R. (2005). “The importance of creative match in television sponsor¬ship”. En International Journal of Advertising, vol.24, nº4. p.505-526.
*ref*/Mcdaniel, S.R. (1999). “An investigation of match-up effects in sport sponsorship advertising”. En Psychology and Marketing, vol.16, nº2. p.163-184. doi:10.1002/(SICI)1520-6793
*ref*/Media Planning Group (2007). Eficacia publicitaria de las acciones publici¬tarias especiales en televisión. Media Planning Group.
*ref*/Meir, R.; Arthur, D.; Tobin, J.; Massingham, C. (1997). “Professional rugby league in Australia: a case study in sponsor awareness”. En Cyber-Journal of Sport Marketing, vol.1, nº2. p.83-91.
*ref*/Moorman, M.; Neijens, P.; SMIT, E. (2007). “The Effects of Program Involve¬ment on Commercial Exposure and Recall in a Naturalistic Setting”. En Journal of Advertising, vol.36, nº1. p.121-137. doi: 10.2753/JOA0091-3367360109
*ref*/Newell, S.J.; Henderson, K.V.; WU, B.T. (2001). “The Effects of Pleasure and Arousal on Recall of Advertisements during the Super Bowl”. En Psychology and Marketing, vol.18, nº11. p.1135-1153. doi: 10.1002/mar.1047
*ref*/Pieters, R.; Bijmolt, T. (1997). “Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects”. En Journal of Consumer Research: An Interdisciplinary Quarterly, vol.23, nº4. p.362-372.
*ref*/Reinares, P.; Reinares, E. (2003). Fundamentos básicos de la gestión publici¬taria en televisión. Madrid: Esic Editorial.
*ref*/Reinares, P.; Reinares, E. (2007). “Analysis of the contents of the advertising saturation on television”. En Esic Market, nº126. p.23-94.
*ref*/Reinares, P.; Reinares, E. (2011). “The Effectiveness of Next Television Advertising Formats - A Real- Time Experiment in Spain”. En Marketing Review St. Gallen, nº5. p.56-61. doi: 10.1007/s11621-011-0064-7
*ref*/Reinares, P.; Reinares, R. (2009). “Managing television sponsorship: a proposal based on its assessment by agents in the Spanish advertising system”. En Journal of Sponsorship, vol.2, nº3. p.37-48.
*ref*/Reinares, R.; Esteve, A. (2008). “¿Me recuerdas?: variables que influyen en el recuerdo publicitario”. En Top Spot, vol.4, primer trimestre. p.42-46.
*ref*/Romaniuk, J.; Wight, S. (2009). “The influence of brand usage on responses to advertising awareness measures”. En International Journal of Market Research, vol.51, nº2. p.203-218. doi: 10.2501/s1470785309200426
*ref*/Romaniuk, J. (2009). “The Efficacy of Brand-Execution Tactics in TV Adver¬tising, Brand Placements, and Internet Advertising”. En Journal of Advertising Research, vol.49, nº2. p.143-150. doi: 10.2501/S0021849909090187
*ref*/Ross, H.L. (1982). “Recall versus Persuasion: An answer”. En Journal of Advertis¬ing Research, vol.22, nº.1. p.13-17.
*ref*/Rothschild, M.; Churchill Jr.,G. (1998). “Recognition versus recall as meas¬ures of television commercial forgetting”. En Journal of Marketing Research, vol.25, nº1. p.72-81.
*ref*/Rubinson, J. (2009), “Empirical Evidence of TV Advertising Effectiveness”. En Journal of Advertising Research, vol.49, nº2. p.220-226. doi: 10.2501/S0021849909090321
*ref*/Russell, C.A. (2002). “Investigating the Effectiveness of Product-Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude”. En Journal of Consumer Research, vol.29, nº3. p.306-318. doi: 10.1086/344432
*ref*/Schmid, A. (2003). “Are New TV Advertising Formats More Effective?, IP Deutschland and RTL Television. Disponible en http://www.ipbelgium.be/upload/TV/marketing/formats/effectivesplit/newtvads.pdf[07/09/2013].
*ref*/Scott, W. (2005). “Serial position effects in n recall of television commercials”. En The Journal of General Psychology, vol.132, nº2. p.151-164. doi: 10.3200/GENP.132.2.151-164
*ref*/Sharp, B.; Beal, V.; Collins, M. (2009). “Television: back to the future”. En Journal of Advertising Research, vol.49, nº2. p.211-219. doi: 10.2501/S002184990909031X
*ref*/Smit, E.; Van Reijmersdal, E.A.; Neijens, P. (2009). “Today´s practice of brand placement and the industry behind it”. En International Journal of Adver¬tising, vol.28, nº5. p.761-782. doi: 10.2501/S0265048709200898
*ref*/Stanton, J.L.; Burke, J. (1998). “Comparative effectiveness of executional elements in TV advertising: 15- versus 30-second commercials”. En Journal of Advertising Research, vol.38, nº6. p.7-14.
*ref*/Tiwsakul, R.; Hackley, C.; Szmigin, I. (2005). “Explicit, Non-integrated Product Placement in British Television Programmes: an exploratory study”. En International Journal of Advertising, vol.24, nº1. p.95-111.
*ref*/Tse, A.C.B.; Lee, R.P.W. (2001). “Zapping behavior during commercial breaks”. En Journal of Advertising Research, vol.41, nº3. p.25-29.
*ref*/Tur Viñes, V.; Segarra Saavedra, J. (2013). “Los comienzos del morfing y del SMS en la publicidad televisiva española”. En Historia y Comunicación Social, vol.18, nº Especial Octubre. p. 555-570. doi:10.5209/rev_HICS.2013.v18.43988
*ref*/Vakratsas, D.; Ambler, T. (1999). “How Advertising Works: What Do We Really Know?”. En Journal of Marketing, vol.63, nº.1. p.26-43.
*ref*/Walliser, B. (2003). “An international review of sponsorship research: extension and update”. En International Journal of Advertising, vol.22, nº1. p.5-40.
*ref*/Woods, L. (2008). “The consumer and advertising regulation in the Television Without Frontiers and Audiovisual Media Services Directives”. En Journal of Consumer Policy, vol.31, nº1. p.63-77. doi: 10.1007/s10603-007-9057-y