Viewing Angle Matters—Screen Type Does Not.
Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample...
| Publicado en: | Journal of Communication Vol. 59; no. 3; pp. 609 - 635 |
|---|---|
| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Wiley-Blackwell
September 2009
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=508085635&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 508085635 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00219916 JCO jtl: Journal of Communication issn: 00219916 maglogo: N pubinfo: dt: September 2009 vid: 59 iid: 3 pid: 480 pub: Wiley-Blackwell artinfo: ui: 508085635 10.1111/j.1460-2466.2009.01441.x ppf: 609 ppct: 26 formats: tig: atl: Viewing Angle Matters—Screen Type Does Not. aug: au: Bellman, Steven Schweda, Anika Varan, Duane su: Rate of return on advertising Television advertising Television receivers Personal computers Pocket computers Advertising Size sug: subj: Rate of return on advertising Television advertising Television receivers Personal computers Pocket computers Advertising Size ab: Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods. However, controlling for screen type, ads viewed from a closer distance (i.e. with a wider viewing angle) were more likely to be recalled the next day, and were associated with more favorable brand attitudes. Shorter programs, product relevance, and use of close-ups and detailed images made no difference to this general viewing-angle effect. Reprinted by permission of the publisher. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|