بررسي روشها و اثرات تبليغات تلويزيوني

New Studies on Television Advertisement

The influence of program context on advertisement effectiveness may be mediated by the type of advertisement Different types of advertisement are differently affected by surrounding television program context, and may be influenced from other advertisement in behind or after that ad. The impact of ad style/ context style congruency and context appreciation on the attitude toward the ad and on recall was studied. In a television context ad content and brand recall were also influenced by context.