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Models of beahavior (Productive time (Entertainer (Typical model: Viewer…
Models of beahavior
Productive time
Background and companion
Typical model: Viewer has duties (cooking) to do and thus he/she does not pay high attention to the TV (still possible to attract them by a sound/voice/music).
Entertainer
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Alternative model: Once adverts starts viewer starts to work on his/her duties and the TV takes the role of background.
Educator
Typical model: Attention is high, it is not worth to switch the channel as the ads are very short, viewers watch the ads.
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Informant
Typical model: Through a day ČT24 seems to be prefered channel for the news, unfortunately there are no ads broadcasted.
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Weekend morning
Relaxation provider
Typical model: Viewrs often do not know what to watch and thus thez browse until they find some approved show (Columbo, Fairy tales). The attention is average but does not decrease much when ads start - thez do not switch neither leave the couch.Situation is very similar to
Educator
Typical model: Viewers have their favourite shows (Objektiv, Toulavá kamera, Autosalon) to watch, Their attention is high even during the ads - as these are their favourite shows the morning duties are usually done before..
Weekend evening
Entertainer
Models of behavior are very same to the models in the evening (evening contentment) during the working days.
Back home after work
Relaxation provider
Typical model: Viewers usually relax on a couch, as they are tired after work, their attention during watching is not maximal, but it does not decrease much when the ads start. They do not switch channels, they do not leave the couch. Though they often start mobiling, their attention is still quite high.
Alternative model: Especially mothers often use the ads to start houseworking, thus they often leave the couch and prepare food, wash the dishes or do the laundry. They do not see the screen, but it is possible to attract them by a song/sound.
News time
Informant
Typical model: There are three news at the same time, viewers are used to switch channels during news or when ads start.
Alternative model: People prepare for evening time (shower, children etc.), TV is perceived as radio.
Alternative model II: Part of viewers never want to miss the start of sport, they often watch the adverts not to miss the main sport news in the beginning.
Evening contentment
Entertainer
Typical model: As the movies' strory is often very catchy, viewers do not leave the couch and do not switch the channels either. They often watch the block of ads }with lower attention though}
Alternative model: In case of more companions watching TV, some of them tend to put down the volume and talk to each other. They see first few ads anyway.
Alternative model II: When watching alone people (more the younger ones) tend strat mobiling - their attention is lower but still sufficient to get attracted by an impulse. They also see first few ads before start mobiling.
Alternative model III: When an annoying advert (Alza) starts, viewers switch the channel and comes back after few minutes - in this cas he/she watches the first ads and a part of the last ones)