ADV 305 Lecture Notes - Lecture 22: Channel Surfing, Godaddy, Super Bowl Commercials
Document Summary
Disadvantages of tv ads: high level of clutter. Longer the break, the more likely the audience is to get up and leave or go do something else. Maybe ppl try to multi task, do something else during the breaks. Channel surfing during ad breaks: low recall for ads placed in middle of break or program. Might watch the first or second commercials, then get bored or start multitasking. When you return to see if the commercial break is over, you might catch that last ad. Will probably see first and last ads, won"t see middle ones probably. Ad slots are priced accordingly: middle cheapest, first and last, more expensive, fear of dvrs and skipping ads, short amount of copy. Maybe have a lot of details for your ad. Tv ads not the best choice if your ad requires a lot of copy. Those details can be conveyed on tv through visuals or dialogue.
