Abstract
Due to Nielsen cross-channel report, there is overall growing media consumption. Driving, that is, a growth in digital consumption. There is assumption that consumers replace TV screens to spend more time on social media. Another marketer’s assumption said that while TV is a great place to run big international marketing campaigns, digital video and display ads can be targeted to reach specific local markets, making them more efficient for small and midsize business budgets. This paper deals with these myths, we have collected, facts and real data to refute these hypotheses. The main purpose is to investigate the relationship between brand credibility and brand presence in TV commercials. What is more, paper describes advertising effectiveness measurements to assess brand credibility. Case study shows results before and after TV advertising on brand credibility of the chosen company. A meta-analysis was performed on three months observation. The findings indicated a positive linear relationship between brand presence in TV and brand credibility. As a conclusion, paper offers suggestion for cross-media strategy.
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This paper is an outcome of the science project APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.
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Kicova, E., Bartosova, V., Popp, J. (2020). The Impact of TV Advertising on Brand Credibility. In: Tsounis, N., Vlachvei, A. (eds) Advances in Cross-Section Data Methods in Applied Economic Research. ICOAE 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-38253-7_39
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DOI: https://doi.org/10.1007/978-3-030-38253-7_39
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