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The qualitative contents of television advertising and its penetration: the case in Japan

The qualitative contents of television advertising and its penetration: the case in Japan Examines the penetration of television advertising in relation to the qualitative contents; continuity of the advertising; exposure patterns; and whether or not the advertising is for a new product. Results were found that advertisements with positive cognition and/or effect achieved deeper penetration than those with negative such. It was also found that series advertising using the same spokesperson and/or the same tone of appeal achieved deeper penetration than non-series advertising and that penetration began to reach saturation by non-series advertising earlier than by series advertising. Long-term exposure raised its penetration level when its frequency of contact increased. Short-term exposure made penetration begin to reach saturation earlier than long-term exposure. Further, it was found that advertising for existing products achieved deeper penetration than advertising for new products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The qualitative contents of television advertising and its penetration: the case in Japan

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500010318629
Publisher site
See Article on Publisher Site

Abstract

Examines the penetration of television advertising in relation to the qualitative contents; continuity of the advertising; exposure patterns; and whether or not the advertising is for a new product. Results were found that advertisements with positive cognition and/or effect achieved deeper penetration than those with negative such. It was also found that series advertising using the same spokesperson and/or the same tone of appeal achieved deeper penetration than non-series advertising and that penetration began to reach saturation by non-series advertising earlier than by series advertising. Long-term exposure raised its penetration level when its frequency of contact increased. Short-term exposure made penetration begin to reach saturation earlier than long-term exposure. Further, it was found that advertising for existing products achieved deeper penetration than advertising for new products.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 2000

Keywords: Advertising effectiveness; Television; Product launch; Japan

References