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An Experimental Research About Using Augmented Reality in Advertising for Measurement of Advertisement Liking and Effectiveness Level
Abstract
Augmented Reality (AR) added a new dimension to the brands' advertisement performance due to visuality and creativity features which combine virtuality and reality that focus on and its possibility for consumer experience. The acceleration of AR based advertisement projects; it is found out that the necessity of a research which aims to constitute the AR campaign effects on consumer behaviour in Turkey. At this context, this study aims to find out that the brands' AR campaigns' effects on consumers and the benefits for the company due to advertisement liking level and advertisement effectiveness variables. For this purpose, Cafe Crown, Laviva, Vivident, Sütas Ayran brands AR based campaign which are operated via Blippar in Turkey are analysed with an experimental research which is applied with the participation of Kocaeli University Communication Faculty students as appraisable research. The research found out that AR ads have positive impact on total likeability and effectiveness advertising.
... Using AR technology, which is more commonly used in the advertising sect or in newspapers, printed magazines, and outdoor advertising, provides a variety of experiences such as ease of use, personalization, information, interaction, excitement, participation, entertainment, and joining data from the real and virtual worlds. By changing the one-way communication of Ads into two-way communication, it provides interactivity between the brand and the consumer by t rying t o con vert t he on e-way communication (Sayımer & Küçüksaraç, 2017). ...
... According to Bayrak et al. (2020), the characteristics that in fluence a cu st omer's attitude and intention to purchase are perceived information, perceived usefulness, perceived entertainment, and ease of use. Ads with AR Apps have higher ad effectiveness and likeability (Sayımer & Küçüksaraç, 2017). Poushneh an d Vasquez-Parraga (2017) demonstrated how AR has a significant and positive impact on customer experience and how an AR-enriched customer experience leads to higher customer satisfaction and purchase intent. ...
... In their study Bilici and Özdemir (2019) define perceived ease of use, perceived entertainment, perceived usefulness and perceived informationgiving as the factors that affect consumers' attitudes and intention to use. In their study Sayımer and Küçüksaraç (2017) indicate that using AR apps in ads have positive impact on likeability and effectiveness of ads. In their study Poushneh and Vasquez-Parraga (2017) discuss that AR influences user experience significantly and positively and that AR-enriched user experience leads to higher user satisfaction and user willingness to buy. ...
The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes towards advertising is the perceived value of the ad. The aim of this study is to analyze the relationship between AR ad value and consumer attitude and to investigate the factors that affect the perceived value of AR ads among the youth both in Turkey and Germany. The mentioned relations were represented in a research model developed in the study. It was proposed that informativeness, entertainment, novelty, interactivity and self-efficacy have a positive effect on advertising value while irritation and deceptiveness have a negative effect. It was also proposed that ad value affects consumers’ attitudes positively. To test the proposed hypotheses, online surveys were conducted among a group of 365 respondents in Germany and a group of 391 respondents in Turkey. The survey results were then tested by Structural Equation Modeling (SEM). Contrary to expectations, the proposed research model as a whole did not fit and the hypotheses were not supported for Turkish consumers. For German consumers the model was fitted and the hypotheses were supported.
Mobile augmented reality is a popular technology field that allows simultaneous interaction between the real world and the virtual world with the help of mobile devices. The notion of object recognition and classification, which plays an important role in mobile augmented reality applications, is the process of identifying an object on the image and assigning it to a certain class label. In this study, a novel three-dimensional and real time recommendation system has been developed with association rule mining and mobile augmented reality. The proposed system consists of three stages: (1) Recognition and classification of the object on the image (2) Determination of the related rules of the object with other objects in the dataset by using the Apriori algorithm (3) Adding recommendations that generated from the rules to the image as virtual objects with mobile augmented reality. Although the developed system in this study is a general recommendation system, it was applied in the field of market basket analysis as an experimental study.
The study investigates the effects of environmental claims and claim specificity on advertisement
effectiveness. An experimental study is conducted using hypothetical print advertisements for three
product categories, namely laundry machines, wrist watches, and DVD players. Findings indicate that
the existence of environmental claims significantly improves respondent evaluations in the wrist
watches and DVD players categories, whereas in the laundry machines category no such effects are
observed. In addition, advertising claim specificity (using vague versus specific claims) significantly
improves consumer evaluations of DVD players but does not seem to exert significant effects on
evaluations of laundry machines and wrist watches. Theoretical and managerial implications of these
findings are discussed.
Bu araştırmada reklamlarda çevreci iddiaya yer verip vermemenin ve reklamlarda kullanılan
çevreci iddianın belirginlik düzeyinin, reklam etkililiği üzerindeki etkisi incelenmiştir. Araştırmada
çamaşır makinesi, kol saati ve DVD oynatıcı ürünleri için hipotetik basılı reklamlar kullanılarak
deneysel bir çalışma yapılmıştır. DVD oynatıcı ve kol saati reklamlarında çevreci iddiaya yer verilmesi
durumunda, reklamların daha olumlu değerlendirildiği, çamaşır makinesi reklamında ise çevreci
iddiaya yer verip vermemenin anlamlı bir farklılık yaratmadığı belirlenmiştir. Kullanılan çevreci
iddianın muğlak ya da belirgin olmasının, çamaşır makinesi ve kol saati için reklam etkililiği üzerinde
anlamlı bir farklılık yaratmadığı, DVD oynatıcı reklamında ise belirgin çevreci iddia kullanımının,
reklam etkililiğine olumlu bir etkisinin olduğu görülmüştür.
We are on the verge of ubiquitously adopting Augmented Reality (AR) technologies to enhance our perception and help us see, hear, and feel our environments in new and enriched ways. AR will support us in fields such as education, maintenance, design and reconnaissance, to name but a few. This paper describes the field of AR, including a brief definition and development history, the enabling technologies and their characteristics. It surveys the state of the art by reviewing some recent applications of AR technology as well as some known limitations regarding human factors in the use of AR systems that developers will need to overcome.
As augmented reality (AR) is becoming technologically possible and publicly available through mobile smartphone and tablet devices, there has been relatively little empirical research studying how people are utilizing mobile AR technologies and forming social practices around mobile AR. This study looks at how mobile AR can potentially mediate the everyday practices of urban life. Through qualitative interviews with users of Layar, a mobile AR browser, we found several emerging uses. First, users are creating content on Layar in ways that communicate about and through place, which shapes their relationship and interpretations of places around them. Second, we found a growing segment of users creating augmented content that historicizes and challenges the meanings of place, while inserting their own narratives of place. Studying emerging uses of AR deepens our understanding of how emerging media may complicate practices, experiences, and relationships in the spatial landscape.
The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer-how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize five generalizations about how advertising works and propose directions for further research. Advertising effects are classified into intermediate effects, for example, on consumer beliefs and attitudes, and behavioral effects, which relate to purchasing behavior, for example, on brand choice. The generalizations suggest that there is little support for any hierarchy, in the sense of temporal sequence, of effects. The authors propose that advertising effects should be studied in a space, with affect, cognition, and experience as the three dimensions. Advertising's positioning in this space should be determined by context, which reflects advertising's goal diversity, product category, competition, other aspects of mix, stage of product life cycle, and target market.
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
This article examines the effects of negative and positive framing of ad claims on consume~s choices and attitudes. Propositions about how the extent of processing before choice affects the relative impact of claims-related versus advertising tactics-related cognitions are tested in three experiments. Findings suggest that when processing is limited, claims-related cognitions have a greater impact on choice, which results in the sponsoring brand being chosen more often when the ad claims are negatively framed than when they are positively framed. When respondents engage in more extensive processing before choice, tactics-related cognitions become more accessible and, if perceived to be unfair, result in an attenuation of the advantage of negative framing over positive framing. A different pattern of results is obtained when one examines brand attitudes rather than brand choice. Copyright 1997 by the University of Chicago.
Prior work on the economic effects of advertising has presented conflicting views. Some authors have suggested that advertising creates market power by artificially differentiating brands and thereby lowering price elasticity. Others have viewed advertising as an efficient source of information about the existence of substitutes, arguing that advertising increases price elasticity. The present research proposes a unifying theoretical model in which advertising affects price elasticity through its influence on two mediating constructs: the size of the consideration set and the relative strength of preference. Pretests 1 and 2 examine the effects of advertising on these two constructs. Results from the main experiment show that, in accordance with the theoretical framework, the same advertisements that increased price elasticity in some decision environments decreased it in others. Copyright 1995 by the University of Chicago.
In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.
It is argued theoretically that the attitudinal gain from advertising repetition should continue to increase rather than level off when consumers fail to generate cognitive responses to message arguments in earlier exposures. An experiment shows that repetition continues to increase brand attitudes and purchase intentions in conditions where support and counter argument production is expected to be low, but that these attitudinal gains level off under conditions in which a high level of such production is expected.
This paper defines a new role for expert models in intelligent embedded training -- guiding practice. The integration of problem-based practice with focused, automated instruction has long proven elusive in training systems for complex real-world domains. The training strategy of 'guided practice' offers a way to merge the approaches of traditional simulation-based practice and intelligent tutoring's knowledge tracing. The performance of the trainee is dynamically assessed against scenario-specific expectations and performance standards, which are generated during the simulation by embedded models of expert operators. This research developed an executable cognitive model capable of solving realistic simulation scenarios in an expert-level manner, identified and implemented modifications and extensions to this baseline model needed to generate dynamic and adaptive expectations of future trainee actions, and developed means of providing cognitive state information for use in (separate) diagnostic processes, without resorting to fullscale knowledge tracing methods. INTRODUCTION The integration of problem-based practice with focused, automated instruction has long proven elusive in training systems. Traditional large-scale simulation trainers provide little or no automated diagnosis and instruction, relying instead on human instructors to review the simulation results and provide feedback to the human. At the other extreme, intelligent tutors such as Anderson's LISP tutor (Anderson et al., 1990) provide focused automated instruction by applying highly detailed models of both domain expertise and student learning to trace the student's use and acquisition of each individual knowledge element in the domain. This microscopic knowledge tracing approach seems infeasible in highl...
Though creativity and innovation have been associated with advertising since its inception, the need to con- tinuously innovate is now being felt like never before. The media is getting cluttered by the day, and it is needed that the target audience are kept engaged and interact with the brand. Augmented Reality provides the marketers with an excellent means of providing information in the most exciting way. This paper aims to study the usage of Augmented Reality in contemporary marketing practices and the expectations of the marketers for its future use by reviewing past literature and interviewing practicing professionals and service providers of the technology. Based on the available data, it has been suggested that Augmented Reality advertising can be excellent tools for establishing a two way connect with the customers.
This chapter explores how mixed reality (MR) allows the magic of virtuality to escape the confines of the computer and enter our lives to potentially change the way we play, work, train, learn, and even shop. Case studies demonstrate how emerging functional capabilities will depend upon new artistic conventions to spark the imagination, enhance human experience, and lead to subsequent commercial success. The Media Convergence Laboratory at the University of Central Florida is creating a content framework for applying mixed reality to entertainment, education training, and rehabilitation. Utilizing classical concepts of mimesis and state-of-the-art experiential entertainment, new models are examined and evaluated that will shape the next generation MR content. The convergence of story, play, and games become the cornerstones of "Interplay Conventions" that will transform MR technical capabilities into new creative possibilities ("The Evolution of a Framework for Mixed Reality Experiences," Chapter X, is the technical companion piece).
Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favorable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them. The implications are discussed here.
The authors investigate whether the use of segmentation can improve the accuracy of sales forecasts based on stated purchase intent. The common current practice is to prepare a sales forecast by using purchase intent and observed historical patterns in purchase rates given level of intent. The authors show that the accuracy of sales forecasts based on purchase intent can be improved by first using certain kinds of segmentation methods to segment the panel members. The main empirical finding is that more accurate sales forecasts appear to be obtained by applying statistical segmentation methods that distinguish between dependent and independent variables (e.g., CART, discriminant analysis) than by applying simpler direct clustering approaches (e.g., a priori segmentation or K-means clustering). The results further reveal that meaningful segments are present and identifiable that vary in their subsequent purchase rates for a given level of intent. This identification has important implications for areas such as target marketing, as it indicates which customer segments will actually fulfill their intentions. One key substantive finding is that households in a (demographic/product-usage-based) segment having an a priori high propensity to purchase are also more likely to fulfill a positive intention to purchase.
The authors examine two concerns that have emerged in research involving the attitude toward the ad (Aad) construct. The first pertains to conceptualization and measurement. Drawing on recent social cognition and consumer research, the authors propose a distinction for cognitive evaluation and affective reaction as separate dimensions of Aad. Empirical evidence is provided that supports the meaningfulness of this distinction in advertising-response data. The second concern involves processing set and its implications for the external validity of Aad research. The results suggest that processing individuals under disguised versus nondisguised "sets" will influence the nature of their affective versus cognitive responses to an ad.
This paper provides a logical and methodological reconstruction of the evolving concept of Augmented Reality (AR) and also of the paradigmatic shift in art, caused by this emerging technology. It starts with an analysis of the notion of Augmented Reality, that leads to the construction of a conceptual model and a definition which together capture the nature of present AR applications. This is followed by a detailed conceptual analysis of major types of Augmented Reality that contribute to an understanding of current concepts. Finally, the resulting conceptual models are applied to the newly emerging field of Augmented Reality Art in order to assess the paradigmatic potential of AR as a new artistic medium. The paper puts a strong emphasis on the effective and adequate visualisation of the analysed conceptual frameworks, in order to promote a better comprehension of the logical structures underlying the notions of Augmented Reality and AR Art. This paper was intended to be presented at the opening of the First International Symposium on Augmented Reality Visualisation and Art, proposed and chaired by the author as part of the 16th International Conference on Information Visualization, IV2012.
Digital technology holds the potential to transform journalism and the media in several beneficial ways, including new forms of storytelling that might better engage citizens and provide more context, nuance, and texture to reported events and issues. However, the extent to which these benefits have been realized is mixed and subject to debate. In this monograph, we examine how digital technology might transform the content of journalism through augmented reality (AR). The significance of digital storytelling through AR is manifest in its potential to engage a citizenry increasingly disengaged from traditional news and to provide more contextualized information.
We implemented real-time image processing program using OpenCV library for Apple's iPhone4 smart mobile phone. Our image processing program can do various operations such as thresholding, adaptive thresholding, edge detection and contour detection. Convenient user interface was developed using Objective-C. Also, we implemented augmented reality program on iPhone4. ARToolKitPlus by Wagner was analyzed for each stage of the library before the implementation. Also, we experimented on augmented reality with smart phone by using VRToolKit which is implemented by Loulier. We confirmed that our created earth model with OpenGL ES is augmented smoothly in real-time. This research will be a basis for developing smart phone programs such as face recognition, marker recognition and augmented reality program.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT A) is introduced; a theoretical case is developed showing why ATT A is an important mediator of brand choice; empirical evidence in support of this case is presented; and suggestions for future research are offered.
The aim of this research work was to design and test out an instrument for measuring advertising effectiveness in the printed media, and in particular in the daily press and so develop a fully integrated theoretical framework establishing the procedure and methodology to use for measuring the effectiveness of an advertising campaign or advertisement.
Conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications are examined. The results suggest that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effect of feeling response.
Assessed the relationship between 5 aspects of research results information in advertising (the size of the sample, the nature of the sample, documentation as to who conducted the research, the qualitative vs quantitative nature of the research, and the magnitude of the claim difference) and the perceived believability of the advertising. After a pretest of a measurement instrument (10 bipolar adjective pairs) was conducted with 584 adult education students to assess its convergent and discriminant validity, the responses of 1,994 recent automobile registrants to the perceived-believability scale were analyzed. Findings indicate that, contrary to the hypotheses, the smaller sample was perceived as more believable; no differences in believability were found between advertisements characterized by research results based on consumers vs experts; evidence of 3rd-party objectivity was not found to be significant in perceived believability; and qualitatively oriented results information generated significantly more perceived believability than quantitatively oriented results. The hypothesis that advertisements characterized by decreasing levels of the magnitude of claim difference would be rated as significantly more believable to a point of diminishing returns was supported. (40 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Investigated the history of ad effectiveness tests, with a focus on day-after recall (DAR) and brand preference (BPR) as criteria for evaluating ad effectiveness. Data were from an archive of ads tested by an advertising research firm between July 1982 and September 1987. BPR was assessed by having Ss in a shopping mall name the brand that they planned to select during their next purchase in 5 product categories. To measure DAR, Ss were later contacted by telephone and asked if they recalled hearing commercials played on a radio while they were completing their questionnaires. Results corroborate the distinction between DAR and BPR and substantiate that DAR is more reliable than BPR. DAR consistently exhibited greater reliability within product category and for particular brands, as well as across product categories. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Summarizes key theoretical positions for and against the use of liking measures, explains how advertisement liking works to influence other consumer perceptions, and reviews recent research on liking and advertising effectiveness. Analysis of a major copy-testing database involving an audience of women demonstrates that liking is moderately but not significantly correlated with other, validated measures of effectiveness. Used in conjunction with other appropriate measures, liking measures add substantial value to the assessment and optimization of advertising effectiveness. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The purpose of this study was to document how teachers and students describe and comprehend the ways in which participating
in an augmented reality (AR) simulation aids or hinders teaching and learning. Like the multi-user virtual environment (MUVE)
interface that underlies Internet games, AR is a good medium for immersive collaborative simulation, but has different strengths
and limitations than MUVEs. Within a design-based research project, the researchers conducted multiple qualitative case studies
across two middle schools (6th and 7th grade) and one high school (10th grade) in the northeastern United States to document
the affordances and limitations of AR simulations from the student and teacher perspective. The researchers collected data
through formal and informal interviews, direct observations, web site posts, and site documents. Teachers and students reported
that the technology-mediated narrative and the interactive, situated, collaborative problem solving affordances of the AR
simulation were highly engaging, especially among students who had previously presented behavioral and academic challenges
for the teachers. However, while the AR simulation provided potentially transformative added value, it simultaneously presented
unique technological, managerial, and cognitive challenges to teaching and learning.
This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The advertisement copies were developed specifically for this study by a professional agency. Advertisements were developed to utilise specific medium characteristics, and the control of advertisement content was attained through the brief. Furthermore, the relative quality of the advertisements was used as a covariate in the analysis of media effects. The test situation reflected a high elaboration condition in that the respondents were asked to assess presented ads on various outcome variables. The results indicate that both advertising media and the relative quality of the advertisements presented in the various media influence the effectiveness of the advertisements. Internet and posters were found to be more effective advertising media than radio.
A meta-analysis of pairwise relationships involving attitude toward the ad was conducted. Analyses of correlations across studies are first analyzed and reported. Because significant variance across studies was found, moderator analyses were conducted to account for interstudy variance. The results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes. Analyses were also conducted to assess the robustness of the dual-mediation path model of the effects of ad attitudes. Results indicate support for the model as well as a more important role for the indirect influence of ad attitudes on brand attitudes (via brand cognitions) than that found in previous model tests. Copyright 1992 by the University of Chicago.
This paper surveys the current state-of-the-art in Augmented Reality. It describes work performed at many different sites and explains the issues and problems encountered when building Augmented Reality systems. It summarizes the tradeoffs and approaches taken so far to overcome these problems and speculates on future directions that deserve exploration. This paper does not present new research results. The contribution comes from consolidating existing information from many sources and publishing an extensive bibliography of papers in this field. While several other introductory papers have been written on this subject [Barfield95] [Bowskill95] [Caudell94] [Drascic93b] [Feiner94a] [Feiner94b] [Milgram94b] [Rolland94], this survey is more comprehensive and up-to-date. For anyone interested in starting research in this area, this survey should provide a good starting point. Section 1 describes what Augmented Reality is and the motivations for developing this technology. Four classes of potential applications that have been explored are described in Section 2. Then Section 3 discusses the issues involved in building an Augmented Reality system. Currently, two of the biggest problems are in registration and sensing, so those are the subjects of Sections 4 and 5. Finally, Section 6 describes some areas that require further work and research. 1.2 Definition
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