The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand Responses

Journal of Interactive Marketing

Volumn 24, Issue 4, 2010, Pages 297-308

  Cauberghe, Verolien ^a   De Pelsmacker, Patrick ^b  

^a GHENT UNIVERSITY   (Belgium)

^b UNIVERSITY OF ANTWERP   (Belgium)

Author keywords

Brand attitude; Brand recall; Information processing; Interactive television; Interactivity; Telescopic advertising

Indexed keywords

EID: 78149284465     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2010.07.003     Document Type: Article

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