The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence

The author discusses how the trend of the time-shifted television viewing is affecting advertisers. Topics discussed include an increase in video-on-demand offerings on cable and satellite television providers, the need for television advertisements to be remembered and lead to other positive outcomes and the need for research on issues associated with the time shifted environment.

Publication: 
Journal of Consumer Policy
Author: 
Waiguny, Martin; Nelson, Michelle; Terlutter, Ralf
Document Type: 
Research
Paywall: 
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