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Did you really see the ad? : Influence of Congruent and Incongruent advertisements in Interactive and Passive medium types on Consumers’ attitudes and Memory

Vrerink, A.N (2016) Did you really see the ad? : Influence of Congruent and Incongruent advertisements in Interactive and Passive medium types on Consumers’ attitudes and Memory.

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Abstract:This study focuses on the extent of which different advertisements (congruent or incongruent) displayed on different medium types (interactive or passive) affect consumers' attitudes and memory. An interactive and passive medium were chosen to manipulate the level of interactivity. Therefore, a website and an application with the aim of giving health related information was designed. A suitable brand name and logo was chosen for these two medium The application is manipulated as interactive through import a BMI check. Respondents participating in this study were all young adults (students). Results show that in an interactive medium with congruent ads inviduals better recall and recognize the advertisements. No effect were found regarding to consumer attitudes.
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/70543
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