Τhe merging of technology, media, and creativity is revolutionising marketing and business strategy. To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. Angeliki Gazi, Cyprus Uni versity of Technology, Cyprus Lecturer Leonidas Hatzithomas, University of Macedonia, GreeceĪssoc. Christina Boutsouki, Aristotle University of Thessaloniki, Greece The paper provides contributions for marketing managers and further research.Īssoc. Study 2 (n = 234) using ANOVAs examines that unconventional advertisements have a stronger impact on consumer perception (e.g., attention, attitude toward the ad) than on conventional outdoor advertising. Study 1 (n = 340) applying a content analysis reveals that ambient advertising mainly uses unconventional 2D elements often combined with unexpected visual elements such as optical illusion. This paper uses a mixed-method approach to (1) identify the locational and executional elements used in ambient advertising practice and to (2) analyze the effectiveness of ambient advertising. No study has empirically considered the key elements of location and execution of ambient advertising. The rising relevance of ambient advertising is not mirrored in the marketing literature yet. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.Īmbient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal.Īccording to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed.
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