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Commercial Breaks and Audience Attention to Advertising Messages

Authors: AJILORE Kolade

Publication Type: Journal article

Journal: Journal Of School Of Communication

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Abstract

Advertising is essentially a persuasive tool that moves the audience through progression of effects culminating in purchase of goods or patronage of service. This paper discusses the relationships between commercial break announcement and audience attention to advertising messages. It argues that the practice could save negative implications such as reduction in audience size during such breaks reduction in advertising effects and ultimately waste of advertising spending, identifies zipping and zapping as possible, though unintended hindrances advertising persuasive effects, which take their tolls on brand patronage. The paper then recommends measures through which the challenges associated with losing audience attention during commercial breaks can be overcome.

Keywords: Commercial break, advertising media, media vehicle, zipping, zapping.

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AJILORE,K. . (2015). Commercial Breaks and Audience Attention to Advertising Messages, 1 (), 30-30.

AJILORE,K. . "Commercial Breaks and Audience Attention to Advertising Messages" 1, no (), (2015): 30-30.

AJILORE,K. and . (2015). Commercial Breaks and Audience Attention to Advertising Messages, 1 (), pp30-30.

AJILOREK, . Commercial Breaks and Audience Attention to Advertising Messages. 2015, 1 ():30-30.

AJILORE,Kolade , . "Commercial Breaks and Audience Attention to Advertising Messages", 1 . (2015) : 30-30.

A.Kolade , "Commercial Breaks and Audience Attention to Advertising Messages" vol.1, no., pp. 30-30, 2015.

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