ABSTRACT In recent years the loss of effectiveness of television advertising based on traditional spots has led to the development and consolidation of new forms of advertising. In this article, the authors analyze the recall effectiveness of three new television advertising formats (television billboards, internal telepromotions, and external telepromotions). We use a representative sample of Spanish television audiences to compare the advertising recall generated by each new form of advertising. The empirical analysis, carried out by means of a probit model, shows that television billboards generate better recall than external or internal telepromotions.

中文翻译：

---

哪些新形式的电视广告最受消费者欢迎？定量分析

摘要 近年来，基于传统插播广告的电视广告效果的丧失导致了新广告形式的发展和整合。在本文中，作者分析了三种新电视广告形式（电视广告牌、内部电视宣传和外部电视宣传）的召回效果。我们使用西班牙电视观众的代表性样本来比较每种新广告形式产生的广告回忆。通过概率模型进行的实证分析表明，与外部或内部远程促销相比，电视广告牌能产生更好的回忆。