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.
Marketing Intelligence & Planning – Emerald Publishing
Published: Apr 1, 2000
Keywords: Advertising effectiveness; Television; Product launch; Japan