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首页> 外文期刊>Journal of marketing communications >The impact of the length of preceding and succeeding ads on television advertising effectiveness
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The impact of the length of preceding and succeeding ads on television advertising effectiveness

机译：前后广告长度对电视广告效果的影响

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摘要

This study investigates the impact of the length of immediately surrounding commercials on the effectiveness of a given ad with the consideration of sequential order relations between two consecutive ads. The results show that the effect of proactive inhibition, the effect of an immediately preceding commercial, is fundamentally different from that of retroaction inhibition, the effect of an immediately succeeding ad. This study also found that proactive interference is stronger than retraction interference on the effectiveness of television advertising. Practical implications and suggestions for future research are also discussed.
机译：这项研究考虑了两个连续广告之间的顺序关系，研究了紧邻广告的长度对给定广告效果的影响。结果表明，主动抑制的作用，即紧接在前的商品的作用，与逆向抑制的作用，即紧随其后的广告的作用，在根本上是不同的。这项研究还发现，对于电视广告的有效性，主动干扰要比回缩干扰强。还讨论了对未来研究的实践意义和建议。

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