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 |
| _version_ | 1826121214535401472 |
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| author | Lee, Debbie Meiyi Lai, Aloysius Mun Seng Ling, Debby Zhi Lei Yeo, Xinzi |
| author2 | Jung Younbo |
| author_facet | Jung Younbo Lee, Debbie Meiyi Lai, Aloysius Mun Seng Ling, Debby Zhi Lei Yeo, Xinzi |
| author_sort | Lee, Debbie Meiyi |
| collection | NTU |
| description | 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 context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main
effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed. |
| first_indexed | 2024-10-01T05:29:02Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/59608 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:29:02Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | ntu-10356/596082019-12-10T14:51:17Z Improving pre-roll advertisements through the use of congruence Lee, Debbie Meiyi Lai, Aloysius Mun Seng Ling, Debby Zhi Lei Yeo, Xinzi Jung Younbo Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications 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 context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed. Bachelor of Communication Studies 2014-05-09T03:07:04Z 2014-05-09T03:07:04Z 2014 2014 Final Year Project (FYP) http://hdl.handle.net/10356/59608 en Nanyang Technological University 81 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications Lee, Debbie Meiyi Lai, Aloysius Mun Seng Ling, Debby Zhi Lei Yeo, Xinzi Improving pre-roll advertisements through the use of congruence |
| title | Improving pre-roll advertisements through the use of congruence |
| title_full | Improving pre-roll advertisements through the use of congruence |
| title_fullStr | Improving pre-roll advertisements through the use of congruence |
| title_full_unstemmed | Improving pre-roll advertisements through the use of congruence |
| title_short | Improving pre-roll advertisements through the use of congruence |
| title_sort | improving pre roll advertisements through the use of congruence |
| topic | DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications |
| url | http://hdl.handle.net/10356/59608 |
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