Yann Verhellen|Caroline Oates|Patrick De Pelsmacker|Nathalie Dens
Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge
University of Antwerp|University of Sheffield|University of Antwerp|University of Antwerp
research impact advertising children failed keep pace rapidly changing media environment using experimental approach childrens responses towards traditional television advertisement versus new hybrid advertising techniques trailer advergame combination moderating role persuasion knowledge investigated results show children played advergame difficulty recalling advertised brand children saw traditional television advertisement confronted integrated marketing communications trailer followed advergame children without knowledge persuasive intent developed positive brand attitude children persuasion knowledge implications results discussed