University of Twente Student Theses
The role of congruence and timing in synced advertising effectiveness: an in-person experimental approach
Sand, Teun (2024) The role of congruence and timing in synced advertising effectiveness: an in-person experimental approach.
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| Abstract: | INTRODUCTION: Synced advertising (SA) is an advertising strategy that allows marketers to expose consumers to the same mobile and TV advertisements simultaneously. The goal of this technique is to improve advertising responses. SA can increase interest in the advertisements as consumers are more likely to see them once or twice. Prior research states that respondents perceive higher brand interest from synced advertisements than from non-synced ones. OBJECTIVE: Work is needed to understand how congruence and timing affect synced advertising effectiveness, as research on this topic is limited. After all, the combination of congruence and timing creates the uniqueness of SA. Research on the combination and individual role of these dimensions on SA effectiveness helps to understand whether this advertising strategy is feasible. Therefore, the current study aimed to assess the role of congruence and timing in synced advertising effectiveness. The current study is the first to consider cognitive load as a possible influence on SA effectiveness in a framework with congruence and timing. METHODS: A 2 x 2 between-subject experimental design was created to test the effect of different levels of congruence and timing on SA effectiveness. Congruence and timing were manipulated on two levels. Congruence is separated by incongruent and congruent advertising, and the timing condition includes delayed and simultaneously timed advertisements. SA is separated by SA processing and SA outcomes. SA processing is measured by recognition, comprehension, counterarguing, and an intrusiveness index. SA outcomes include purchase intention, credibility, and ad attitude. Purposive and snowball sampling was employed to recruit respondents, enabling an inperson experiment with 128 respondents within a short timeframe. Most experiments were conducted in the respondent’s kitchen or living room. A mobile magazine, mobile advertisements, and a TV scenario were carefully designed to manipulate the timing and congruence of advertisements. Data was collected through a questionnaire that respondents had to answer after they had completed the experiment. RESULTS: The main findings challenge prior research by highlighting new relationships between advertising processing and outcomes. The effect of congruence on cognitive load depends on timing. Consumers were likelier to purchase and recognize the advertised product in a non-SA condition. Cognitive load was high in incongruent/delayed and congruent/simultaneous advertising. Also, the current study found that comprehension and cognitive load positively predict purchase intention |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 77 psychology |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/97975 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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