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Wat doet belonen vs. humor en lengte van een reclame met je houding en gedrag ten aanzien van reclames?

Blauw, Hans (2012) Wat doet belonen vs. humor en lengte van een reclame met je houding en gedrag ten aanzien van reclames?

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Abstract:This article describes the effect of rewarding people for listening to an advertisement on the effectiveness of advertisements. All around us the number of shown advertisements keeps increasing which starts to irritate people more and more. This article is based on an idea in which people are rewarded with a discount on their mobile phone calls when they are prepared to listen to an advertisement prior to the call. This should result in a more positive attitude towards the advertisement and the matching brand. The effectiveness of the advertisements is tested using four dependent variables. These variables are attitude toward the advertisement, attitude toward the brand, expected buying behavior and the experienced freedom of choice. Together these dependent variables will be called ‘consumer response’. Concerning the independent variables, the first study tested what the effect of rewarding for listening to a funny or serious advertisement is in relation to feelings of reciprocity experienced by people. A second study tested what the effect of rewarding for listening to a long or short advertisement is in relation to feelings of reciprocity experienced by people. There has been chosen for humor and length of an advertisement because these are seen as the most important traits of an advertisement. The first experiment tested the effect of rewarding on a funny and a serious advertisement. 120 students participated in this study. Those students first heard a funny or serious advertisement, followed by an online survey. A 3 (no reward, 10% reward, 50% reward) x 2 (funny vs. serious advertisement) x 2 (high vs. low reciprocity) design was used. The results showed that a funny advertisement was evaluated better than a serious advertisement. Also a reward of 10% scored better than a reward of 50% concerning the attitude towards the brand. Based on one item concerning buying behavior, that is ‘it is unlikely that I will buy or use the brand from the advertisement’, people receiving a 10% reward for listening to the advertisement are more likely to buy the product than people who do not receive a reward. No significant results were found between rewarding people and the attitude towards the advertisement and the experienced freedom of choice. Also the level of reciprocity of the respondents had no influence on the consumer response. The second experiment tested the effect of rewarding on a long and a short advertisement. 80 students participated in this study. Those students first heard a long or short advertisement, followed by an online survey. A 2 (no reward, 30% reward) x 2 (long vs. short advertisement) x 2 (high vs. low reciprocity) design has been used. The results showed that when looking at buying behavior and the attitude towards the brand, a 30% reward is evaluated significantly better when a long advertisement is used instead of a short advertisement. On the other hand a short advertisement is evaluated significantly better than a long advertisement regarding the attitude towards the brand when no reward is offered. No significant results were found in rewarding people for listening to the advertisement on the attitude towards the advertisement and the choice of freedom. Also the level of reciprocity of the respondents had no influence on the consumer response. It is expected that the results of these experiments for the relation between rewarding and the different factors are influenced by the intention with which the respondents listened to the advertisements in this experiments. Through real-life advertising-channels like television, internet and a mobile phone, people often listen or see the advertisement unwanted and their attitude towards an advertisement is negative. For this research it was the respondents’ own choice to participate, so they listened to the advertisement voluntary, which might have influenced the effect of rewarding people because people were no longer negative, or less negative, towards the advertisement. It would be interesting to find out how people respond to an advertisement, when they are rewarded for it, in a real-life situation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62211
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