This research shows how complex media environments affect viewers' attention and understanding of commercials, suggesting new implications for advertising strategies.
Research on the effects of television advertising has focused on source, message, and audience characteristics, but much less on the situational aspects of the message environment. This article shows how the structure of the environment in which a commercial is embedded affects an individual viewer's attention to and comprehension of the commercial.
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Peter Webb (1979) studied this question.
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