Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing
Presentation
Based on Marketing Science article Teixeira, Thales, Michel Wedel, and Rik Pieters (2010), "Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," Marking Science, 29(5), 783-804.
Teaching Objective
The objective is to teach students (1) which factors impact consumers' decisions to avoid watching TV commercials (i.e., zap) and (2) how to insert the brand in ads to reduce the detrimental impact that branding has on ad avoidance. It introduces brand pulsing--frequent short but brief exposures of the brand image on-screen-- in order to minimize brand-related ad avoidance. It is also an effective way to show the use of eye-tracking as a novel tool for advertising research.
Keywords: advertising, avoidance, branding, brand pulsing, attention