Formatos de publicidad no convencional en televisión versus spots: un análisis basado en el recuerdo = Non-conventional advertising formats in television versus spots:An analysis based on the generated recall

Autor: Reinares-Lara, P.; Reinares-Lara, E.; Olarte Pascual, Cristina

Tipo de documento: Artículo de revista

Revista: Historia y Comunicacion Social. ISSN: 11370734. Año: 2016. Número: 1. Volumen: 21. Páginas: 257-278.

Texto completo open access 

CARHUS Plus+: B

CIRC: GRUPO A

Referencias:

  • Amos, C., Holmes, G., Strutton, D., Exploring the relationship between celebrity endorser effects and advertising effectiveness. A quantitative synthesis of effect size (2008) International Journal of Advertising, 27 (2), pp. 209-234
  • Arrazola, M., Hevia, J., Reinares, P., Reinares, R., Do new forms of television advertising occasion better recall than traditional advertising spots? (2013) International Journal of Advertising, 32 (2), pp. 281-300
  • Baddeley, A., (1990) Human Memory: Theory and Practice., , Boston: Allyn &
  • Bacon
  • Balasubramanian, S.K., Beyond advertising and publicity: Hybrid messages and public policy issues (1994) Journal of Advertising, 23 (4), pp. 29-46
  • Bartel-Sheehan, K., Guo, A., Leaving on a branded jet plane: An exploration of audience attitudes towards product assimilation in television content (2005) Journal of Current Issues and Research in Advertising, 27 (1), pp. 79-91
  • Beerli, A., Martín, J.D., Memory-based advertising effectiveness techniques: Recall versus recognition (1998) Managing in Uncertainty: Theory and Practice, pp. 183-201. , ZOPOUNIDIS, C. Y PARDALOS, P.M. (Eds.).. Amsterdam: Kluwer Academic Publishers
  • Burke, R., Srull, T.K., Competitive interference and consumer memory for advertising (1988) Journal of Consumer Research, 15 (1), pp. 55-68
  • (2005) Quantitative Impact of the Regulation on TV Advertising Markets in EU Member States, EEA Countries, the New Member States and A Number of Third Party Countries, , http://ec.europa.eu/avpolicy/docs/library/studies/2003/44-03-re-us.pdf, CARAT. Report 3 18/18. Stages B and C. Disponible en [20/09/2013]
  • Chowdhury, R., Finn, A., Olsen, G., Investigating the simultaneous presentation of advertising and television programming (2007) Journal of Advertising, 36 (3), pp. 85-96
  • Dahlén, M., Edenius, M., When is advertising advertising? Comparing responses to traditional and non- traditional advertising media (2007) Journal of Current Issues and Research in Advertising, 29 (1), pp. 33-42
  • Dawson, C., Television advertising: In need of reinvention? (1996) International Journal of Advertising, 15 (4), pp. 302-313
  • De Pelsmacker, P., Geuens, M., Vanden Bergh, J., (2005) Marketing Communicatie, , Amsterdam: Pearson Education
  • (2008) Egta Practical Guide on the EU Directive on AMS, , EGTA. Brussels: Association of television and radio sales houses. Egta
  • Farré, J., Fernández, J., Non-conventional advertising on full-service television (2005) Quaderns Del CAC, 22, pp. 3-18. , mayo-agosto
  • Fernández Cavia, J., Non-conventional formats and the transformation of the television advertising business (2005) Quaderns Del CAC, 22, pp. 33-45. , mayo-agosto
  • Furnham, A., Bergland, J., Gunter, B., Memory for television advertisements as a function of advertisement-programme congruity (2002) Applied Cognitive Psychology, 16 (5), pp. 525-545
  • Gupta, P.B., Gould, S.J., Recall of products placed as prizes versus commercials in game shows (2007) Journal of Current Issues and Research in Advertising, 29 (1), pp. 43-54
  • Ha, L., McCann, K., An integrated model of advertising clutter in offline and online media (2008) International Journal of Advertising, 27 (4), pp. 569-592
  • Hackley, C., Tiwsakul, A., Entertainment marketing and experiential consumption (2006) Journal of Marketing Communications, 12 (1), pp. 63-75
  • Hetsroni, A., Asya, I., A comparison of values in infomercials and commercials (2002) Corporate Communications: An International Journal, 7 (1), pp. 34-45
  • (2007) Sectorial Survey Television, , IP NETWORK. IP Network
  • Jeong, Y., Kim, Y., Zhao, X., Competing for consumer memory in television advertising: An empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts (2011) International Journal of Advertising, 30 (4), pp. 617-640
  • Lardinoit, T., Interaction des parrainages terrain et TV : impact sur deux niveaux de mémorisation (1999) Proceedings of the 15th Congress of the French Marketing Association AFM, pp. 585-602. , Strasbourg: Association Française de Marketing
  • Lee, M., Faber, R.J., Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention (2007) Journal of Advertising, 36 (4), pp. 75-90
  • Li, C., Primacy effect or recency effect? A long-term memory test of Super Bowl commercials (2010) Journal of Consumer Behaviour, 9 (1), pp. 32-44
  • Lord, K.R., Burnkrant, R.E., Attention versus distraction: The interactive effect of program involvement and attentional devices on commercial processing (1993) Journal of Advertising, 22 (1), pp. 47-60
  • Lowrey, T.M., The relation between script readability and commercial memorability (2006) Journal of Advertising, 35 (3), pp. 7-15
  • Lowrey, T.M., Shrum, L.J., McCarty, J.A., The future of television advertisin (2005) Marketing Communication: Emerging Trends and Developments, pp. 113-132. , KIMMEL, A.J. (Ed.).. New York: Oxford University Press
  • Martín, J.D., Reinares, E., Reinares, P., Análisis comparativo de la eficacia publicitaria en televisión: telepromoción versus spot (2012) Revista Española de Investigación y Marketing, 16 (2), pp. 28-47
  • Masterson, R., The importance of creative match in television sponsorship (2005) International Journal of Advertising, 24 (4), pp. 505-526
  • McDaniel, S.R., An investigation of match-up effects in sport sponsorship advertising (1999) Psychology and Marketing, 16 (2), pp. 163-184
  • (2007) Eficacia Publicitaria de Las Acciones Publicitarias Especiales en Televisión, , MEDIA PLANNING GROUP. Media Planning Group
  • Meir, R., Arthur, D., Tobin, J., Massingham, C., Professional rugby league in Australia: A case study in sponsor awareness (1997) Cyber-Journal of Sport Marketing, 1 (2), pp. 83-91
  • Moorman, M., Neijens, P., Smit, E., The Effects of Program Involvement on Commercial Exposure and Recall in a Naturalistic Setting (2007) Journal of Advertising, 36 (1), pp. 121-137
  • Newell, S.J., Henderson, K.V., Wu, B.T., The effects of pleasure and arousal on recall of advertisements during the super bowl (2001) Psychology and Marketing, 18 (11), pp. 1135-1153
  • Pieters, R., Bijmolt, T., Consumer memory for television advertising: A field study of duration, serial position, and competition effects (1997) Journal of Consumer Research: An Interdisciplinary Quarterly, 23 (4), pp. 362-372
  • Reinares, P., Reinares, E., (2003) Fundamentos Básicos de la Gestión Publicitaria en Televisión, , Madrid: Esic Editorial
  • Analysis of the contents of the advertising saturation on television (2007) Esic Market, (126), pp. 23-94
  • The effectiveness of next television advertising formats - A real- time experiment in Spain (2011) Marketing Review St. Gallen, (5), pp. 56-61
  • Reinares, P., Reinares, R., Managing television sponsorship: A proposal based on its assessment by agents in the Spanish advertising system (2009) Journal of Sponsorship, 2 (3), pp. 37-48
  • Reinares, R., Esteve, A., ¿Me recuerdas?: variables que influyen en el recuerdo publicitario (2008) Top Spot, 4, pp. 42-46. , primer trimestre
  • Romaniuk, J., Wight, S., The influence of brand usage on responses to advertising awareness measures (2009) International Journal of Market Research, 51 (2), pp. 203-218
  • Romaniuk, J., The efficacy of brand-execution tactics in TV advertising, brand placements, and internet advertising (2009) Journal of Advertising Research, 49 (2), pp. 143-150
  • Ross, H.L., Recall versus Persuasion: An answer (1982) Journal of Advertising Research, 22 (1), pp. 13-17
  • Rothschild, M., Churchill, G., Jr., Recognition versus recall as measures of television commercial forgetting (1998) Journal of Marketing Research, 25 (1), pp. 72-81
  • Rubinson, J., Empirical evidence of TV advertising effectiveness (2009) Journal of Advertising Research, 49 (2), pp. 220-226
  • Russell, C.A., Investigating the effectiveness of product-placements in television shows: The role of modality and plot connection congruence on brand memory and attitude (2002) Journal of Consumer Research, 29 (3), pp. 306-318
  • Schmid, A., (2003) Are New TV Advertising Formats More Effective?, IP Deutschland and RTL Television, , http://www.ipbelgium.be/upload/TV/marketing/formats/effectivesplit/newtvads.pdf, Disponible en [07/09/2013]
  • Scott, W., Serial position effects in n recall of television commercials (2005) The Journal of General Psychology, 132 (2), pp. 151-164
  • Sharp, B., Beal, V., Collins, M., Television: Back to the future (2009) Journal of Advertising Research, 49 (2), pp. 211-219
  • Smit, E., Van Reijmersdal, E.A., Neijens, P., Today's practice of brand placement and the industry behind it (2009) International Journal of Advertising, 28 (5), pp. 761-782
  • Stanton, J.L., Burke, J., Comparative effectiveness of executional elements in TV advertising: 15- versus 30-second commercials (1998) Journal of Advertising Research, 38 (6), pp. 7-14
  • Tiwsakul, R., Hackley, C., Szmigin, I., Explicit, Non-integrated Product Placement in British Television Programmes: An exploratory study (2005) International Journal of Advertising, 24 (1), pp. 95-111
  • Tse, A.C.B., Lee, R.P.W., Zapping behavior during commercial breaks (2001) Journal of Advertising Research, 41 (3), pp. 25-29
  • Tur Viñes, V., Segarra Saavedra, J., Los comienzos del morfing y del SMS en la publicidad televisiva española (2013) Historia y Comunicación Social, 18, pp. 555-570. , Especial Octubre
  • Vakratsas, D., Ambler, T., How advertising works: What do we really know? (1999) Journal of Marketing, 63 (1), pp. 26-43
  • Walliser, B., An international review of sponsorship research: Extension and update (2003) International Journal of Advertising, 22 (1), pp. 5-40
  • Woods, L., The consumer and advertising regulation in the Television Without Frontiers and Audiovisual Media Services Directives (2008) Journal of Consumer Policy, 31 (1), pp. 63-77