Zipped Commercials: Are They Effective?

The impact of zipping - the electronic avoidance of commercials by fast-forwarding through them while viewing prerecorded videotaped programs - and of brand dominance on viewers' processing of advertising information was examined. Results indicate that zipping interferes with viewers' abil...

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Bibliographic Details
Published inJournal of advertising Vol. 18; no. 4; p. 23
Main Authors Stout, Patricia A, Burda, Benedicta L
Format Journal Article
LanguageEnglish
Published Abingdon Taylor & Francis Ltd 01.12.1989
Subjects
Advertising
Avoidance
Brand identification
Brand image
Brand names
Commercials
Consumer behavior
Social research
Statistical analysis
Studies
Television
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Summary:The impact of zipping - the electronic avoidance of commercials by fast-forwarding through them while viewing prerecorded videotaped programs - and of brand dominance on viewers' processing of advertising information was examined. Results indicate that zipping interferes with viewers' ability to process the information presented. In the study, speed of commercial presentation significantly affected product, brand name and ad content recall, and brand recognition. Brand dominance produced a slight but generally inconclusive effect on recall of brand name and commercial content. Viewers of zipped commercials had more neutral attitudes toward the ad and the brand. Brand dominance inhibited the effects of zipping on attitudes toward the ad, brand beliefs, and purchase intentions.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1989.10673164