Affect on effectiveness of Singtel TV ads.

• Main Authors: Koh, Chat Mein., Lim, Ee Hwe., Ng, Puay Tiang.
• Other Authors: Xia, Yang
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/11427
• Institution: Nanyang Technological University

The authors reported on whether ads with more affective responses would increase the effectiveness of TV ads in the telecommunication industry. SingTel was used to illustrate on the analysis. Our analysis showed that ads with more affective responses are more effective in generating attention, recal...