The Effects of 3D Billboards on Consumers’ Attention and Awareness
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The current study tests 6 basic hypotheses in relation to 3D (three-dimensioned) execution element in a billboard and its effectiveness, using 2 experimental approaches. In study 1 the “exposure time” seems to be more than enough for subjects to process the advertising stimuli. Furthermore, it is examined how consumers’ memory for 3D billboards is affected by advertising clutter. Study 2 replicates and extends the results of study 1, simulating the “market in motion”, provided that the given time is limited. The findings indicate that 3D billboards are more effective than traditional ones, since they achieve greater attention, ad recall and ad recognition. The presence of a 3D execution element increases brand name (study1 and 2) and brand package recognition (study 1) but does not increase the level of brand recall. The findings in study 1 support that 3D execution element performs better than a conventional one, when the target ad is placed among competitive ads.
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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. 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.
This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. 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 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.
According 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). 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. 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.
Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in the marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising. 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. 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. 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. The paper provides contributions for marketing managers and further research.
The current research sought to understand the contribution of novelty to the positive outcomes that have been reported in the research on 3D interactions online and in e-commerce. The novelty of 3D product presentations was manipulated and examined along with the presentation of additional forms of information to determine if novelty is related to positive feelings associated with 3D products. Additional information was most compelling in product attitude formation, whereas novelty played a key role in shaping purchase intention. Novelty and information both impacted attitudes toward Web sites using 3D products. Directions for future research are suggested.
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment content due to their particular structural features (high immersion, presence, etc.). This, in turn, modifies the way in which embedded advertisements are processed by providing a direct, although virtual, brand experience. At the same time, product placements and blatant advertisements (i.e., virtual 3D billboards) were previously shown to be processed differently, given the increased reactance of media users toward messages identified as ads. A 2 (ad type: billboard vs. product placement) × 2 (IVE arousability level: high vs. low arousing 3D worlds) mixed factorial design was employed to test the effects of 3D billboards and product placements embedded within a 3D gaming Virtual Environment on brand recall and recognition, and brand preference.
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