Publications
Publication details [#60521]
Roozen, Irene and Michel Meulders. 2015. Has TV advertising lost its effectiveness to other touch points? Communications 40 (4) : 447–470.
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
De Gruyter
Journal WWW
Annotation
It is shown that, overall, traditional TV and print ads are notably more efficient than internet ads, according to both stance (cognitive, affective and conative) and consciousness criteria (recall and recognition).