Evaluation of the effectiveness of television
- Created by: Laura Sweeney
- Created on: 12-12-12 13:00
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- Evaluation of the effectiveness of television
- Does celebrity endoresement work?
- Hume (1992) concluded that celebrity endorsement did not enhance the persuasive communication of the advert.
- The impact of advertising
- Comstock and Scharrer (1999) found that 80% of people were likely to leave the room when adverts were on.
- Bushman (1998) found that when watching violent or comedic programmes, the impact of the adverts was blunted beause of the emotional attention to the programme.
- Does celebrity endoresement work?
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