International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Effects of Commercial Breaks Placement on Television Advertisement Effectiveness
Dr. Marc Roy

A number of researchers have studied the effects of program environment on felt mood and, subsequently, on television advertisement effectiveness. This study focusses on commercial breaks placement, showing that it can influence a viewer’s felt mood that will, in turn, affect his reactions to an advertisement.

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