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http://dx.doi.org/10.15207/JKCS.2020.11.6.183

The Effects of Mid-program Advertising on Audience's Preference of Television Program  

Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.6, 2020 , pp. 183-189 More about this Journal
Abstract
The objective of this research was to provide an objective and scientific basis for the effect of mid-advertising on viewers' rights by conducting an empirical study on how mid-program advertising affects viewer satisfaction and interest from the viewers' perspective. The experiment was conducted on 210 subjects to investigate the difference between viewers' interest in the program and purchase intention price. The results did not support the hypothesis that advertisements inserted in the middle of television programs would affect the dependent variables. The theoretical and practical implications of the mid-program advertisements on the interests of viewers were discussed.
Keywords
Mid-program advertising; Program satisfaction; Advertising effects; Television viewing situation; Adaption to hedonic experiences;
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