Is Roadblock Advertising Worth the Substantial Cost?

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Summary

Roadblock advertising is an expensive, but often necessary tactic for maximizing attention in a fragmented media landscape. An advertiser limits or blocks access to competing ads for a period. Is it worth the high cost? A three-part study compares its effectiveness with typical cluttered advertising and addresses various effects using different formats and commercial break conditions.

Authors’ bios:

Biswajita Parida (biswajitap@dms.iitd.ac.in) is an assistant professor at the department of management studies, Indian Institute of Technology, Delhi, India. Parida’s research interests are in the field of advertising, branding and consumer behavior. She is currently focused on further understanding and developing a framework for communication of taboo products and services.

Charles R. Taylor (raymond.taylor@villanova.edu) is the John A. Murphy Professor of Marketing at Villanova University. He is also the current editor-in-chief of the International Journal of Advertising and a past president and fellow of the American Academy of Advertising (AAA). Taylor’s research expertise spans advertising, branding and consumer behavior. He is a recipient of the AAA’s Ivan L. Preston Award for Outstanding Contribution to Advertising Research. He also received the European Advertising Academy’s Flemming Hansen Award for Outstanding Contribution to Advertising.

Abhishek (abhishek@imt.edu) is an associate professor of marketing at the Institute of Management Technology in Ghaziabad, India. His research focuses on marketing communications, digital and mobile marketing, and e-commerce and digital businesses, with a special interest in the role of technology in marketing communications and advertising issues with public policy implications.