To read the full version of this content please select one of the options below:

Television program involvement and advertising response: some unsettling implications for copy research

David W. Lloyd (Marketing Science Consultant by the marketing research and consulting firm of Yankelovich Clancy Shulman, Inc., and is Assistant Professor of Marketing at Boston College)
Kevin J. Clancy (Chairman and Research Director of Yankelovich Clancy Shulman, Inc.)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1991

Abstract

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.

Keywords

Citation

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

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited