De effecten van verschillende soorten reclame op merkherinnering en attitudes van consumenten

The purpose of this investigation is measuring the effectivity of different types of advertising by brand awareness and evaluations. This is investigated by offering participants a short filmfragment to which an advertisement was added. The scores for brand awareness were highest for the type of advertising that pops onto the screen and lowest for the type that is integrated in the story. The opposite effect applied for evaluation. Here the integrated advertisment scored highest and the pop-up advertisement scored lowest