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- W882195062 abstract "This paper aims to compare the attitudes of consumers in Australia and Singapore towards TV advertising through the replication of a study by Witkowski and Kellner (1998) conducted in Germany and America. Specifically, it investigates the possible converging or diverging television attitudes between Australia and Singapore. Further, it expands the previous study by studying the frequency of switching channels during advertising breaks. Data were collected from 192 Australian and 197 Singaporean respondents and were analysed. Some implications for marketers and advertisers are also discussed. Introduction Previous studies have shown that commercials that do not cause a great deal of arousal in the viewer actually produce more favourable opinions (Leone & D’Arienzo 2001). Other factors such as the length of a commercial break and the commercial’s positioning during the commercial break also affects consumers’ reaction towards the advertisement. It is found that a 10% increase in advertisement awareness was recorded during shorter commercial breaks and an 18% increase when the advertisements were positioned towards the end of a commercial break (2004). Due to the immensity of advertising clutter," @default.
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- W882195062 date "2008-01-01" @default.
- W882195062 modified "2023-09-22" @default.
- W882195062 title "A cross-national comparative study between Australia and Singapore: attitudes towards television advertising" @default.
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