TV viewer characteristics and “Results beyond response”
- 1 March 1992
- journal article
- research article
- Published by SAGE Publications in Journal of Direct Marketing
- Vol. 6 (2) , 18-31
- https://doi.org/10.1002/dir.4000060205
Abstract
Increased consumer acceptance of direct marketing, inflation in advertising costs, and demands for advertising accountability have combined to make television one of the fastest growing and changing direct response media. Even with these recent developments, relatively little is know about how viewers respond to direct response TV advertising. This article addresses this research void by examining the relationships between TV viewers’ characteristics and their subsequent reactions to direct response TV commercials. The findings suggested: 1) that consumer characteristics are related to viewer reactions to direct response TV ads; 2) that specific viewer characteristics, rather than broad segmentation categories, have the strongest relationship to viewer responses; and 3) that the strongest relationships are found between viewer characteristics and attitude and intention responses.Keywords
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