Remote control marketing: how ad fast‐forwarding and ad repetition affect consumers

Abstract

Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated while watching television. An issue which is yet to be examined in the literature. Reports on an experiment which studies the effects of ad zipping and repetition. Shows how these variables operate in an independent fashion for a New Zealand sample. These findings provide new insight for advertising strategists and also support previous empirical research. Discusses how zipped ads generate ad recognition, and repeated ads result in the higher recall of ad content.

Citation

Martin, B.A.S., Thuy‐Uyen Le Nguyen, V. and Wi, J. (2002), "Remote control marketing: how ad fast‐forwarding and ad repetition affect consumers", Marketing Intelligence & Planning, Vol. 20 No. 1, pp. 44-48. https://doi.org/10.1108/02634500210414765