Considers the long‐standing debate over media effects on advertising performance, in particular the effects of television advertising material. Argues that the attentiveness towards involving programme material, rather than immediately dissipating with the onset of commercial breaks, remains activated to some extent, producing a positive effect on commercial performance. Provides a summary of the evidence and reports on research findings.
Lloyd, D.W. and Clancy, K.J. (1991), "Television program involvement and advertising response: some unsettling implications for copy research", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 61-74. https://doi.org/10.1108/07363769110035162
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