A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners

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A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners

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 distr...

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Bibliographic Details
Main Author:	Dix, Steve
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2010
Subjects:	ad avoidance advertising loyalty banner Interactive banner advertising impact
Online Access:	http://hdl.handle.net/20.500.11937/8477

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