| The impact of traditional advertising is decreasing, making the traditional mass media channels less attractive for advertisers to invest in. The traditional 30&inches; ad is replaced by alternatives which are less likely to be skipped by consumers, such as product placement, or by formats which allow consumers to control which persuasive information they would like to see, such as corporate websites, etc. IDTV offers the opportunity for consumers to interact with the television and thus to integrate two way communication within the persuasive content. Although, IDTV makes it even easier as before to skip ads by using the PVR, it also offers a lot of opportunities. The embedded interactivity may increase the likability of ads, making them less intrusive, and increasing the information processing. In this dissertation the potential impact of IDTV as an advertising tool is investigated from an advertiser's perspective and a consumer's perspective.;The first section of the dissertation investigates which factors influence the adoption intention of advertising professionals to integrate IDTV in their marketing communication tool, and how the impact of these factors changes over time.;In the second section, the effectiveness of the new advertising formats is investigated. The key characteristic of IDTV (advertising) is interactivity. This interactivity changes the way people watch television, and can therefore also have an influence on the processing of persuasive messages. Besides embedded in the persuasive message itself, interactivity might also be integrated within the programme context (e.g., play along possibilities in quiz shows). Another option is that both the persuasive content and the context are interactive, e.g., when both are integrated in an advergame. The impact of interactivity in these three conditions is investigated through six experiments.;In general, the results show that interactivity has a positive influence on the advertising effects (brand recall, Ab). This positive influence can be explained by a more intense, but positively biased processing evoked by interactivity, or by a peripheral processing system in which the positive feelings evoked by interactivity are transferred to the advertisement. Across the experiments, a negative cognitive overload problem could not be detected. |
