Improving pre-roll advertisements through the use of congruence
Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of the current study is to investigate the effects of ad congruence (ad-context congruence and ad-profile congruence) on attitudes towards the ad and the brand in the new con...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/59608 |