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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton November 2, 2015

Has TV advertising lost its effectiveness to other touch points?

Irene Roozen and Michel Meulders
From the journal Communications


In this paper we analyze the relative effectiveness of the moment of contact (touch point) between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude (cognitive, emotional and conative) and awareness measures (recall and recognition). The main research uses a 4x4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements – the traditional media channels – are significantly more effective than the internet, a non-traditional media channel.

Published Online: 2015-11-2
Published in Print: 2015-11-1

©2015 Walter de Gruyter GmbH, Berlin Boston

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