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This study addresses the issues of managerial concern for both nonprofit organizations and profit-oriented organizations by comparing public service advertising, alignment advertising, and traditional brand advertising as marketing communication tools. Previous findings regarding affective and conative advantages of alignment advertising over brand advertising were replicated and further expanded. At the same time, the investigation revealed that alignment advertising is not necessarily at a disadvantage to brand advertising in terms of brand recall.

Looks at television that cross content boundaries (both between and within programming) provide an opportunity to examine the causes of attentional inertia—that looks at television become very much more stable after the first few seconds. Previous research left unresolved whether this inertia is due to expectations or biologic processes (strategic vs. nonstrategic processes), and this study allows direct comparisons. The strength of the inertial relationship varied considerably for different kinds of program boundaries, and also for within-program boundaries, with the latter varying as well by the genre in which they were contained. Taken together, the results provided no evidence for nonstrategic, biological processes causing attentional inertia. Instead, several genre-specific explanations based on expectations and cognitive demands are proposed.