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The Effectiveness of Split-screen Television Advertisement: An Eye-tracking Study

Limseth, Tobias Dalgaard; Thapaliya, Surendra
Master thesis
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2040532.pdf (1.784Mb)
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http://hdl.handle.net/11250/2580233
Utgivelsesdato
2018
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Samlinger
  • Master of Science [1525]
Sammendrag
In the regular format (full-screen) of advertisement, viewers have multiple ways to

avoid exposures to the advertisement. To reduce such Ad avoidance behavior, another

form for television advertising, the split-screen format has been proposed as an

alternative. The present study aims to identify the effect of this alternative

advertisement format on ad processing. An empirical investigation was conducted to

compare the full-screen format and split-screen format of advertising, in terms of visual

attention and brand memory. Results indicate that there is no direct relationship

between screen format and memory for the brands being advertised. However, the

indirect effect through visual attention was significant. In contrast to our prediction,

compared to split-screen, the full-screen format increases visual attention on

advertisement and consequently brand memory. We additionally investigated whether

program involvement level (in term of sports interest and cycling interest) moderate

the relationship and found out that full-screen format leads to higher visual attention

and brand memory than the split-screen format in low and medium program

involvement level, whereas there is no difference in two formats for high involvement

program.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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