Program–ad matching and television ad effectiveness: :A reinquiry using facial tracking software

• Autores: Steven Bellman, Brooke Wooley, Duane Varan
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 1, 2016, págs. 72-77
• Idioma: inglés
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• Resumen

  • This study uses a new biometric measure, computer-coded smiling, to better understand the processes observed in a classic television-advertising context study (Kamins, Marks, and Skinner 1991). This conceptual replication tests the original study's program–ad matching effect on informational ads, which are more common than the sad ads the original study tested, using a cognitive outcome measure, recall. In both studies, positive ads perform equally well across positive and nonpositive program contexts, but nonpositive ads perform better in a matching nonpositive program context. These results strengthen the case for program–ad matching when using neutral informational and negative television commercials.