Essays about: "recall of advertising"

Showing result 1 - 5 of 18 essays containing the words recall of advertising.

  1. 1. The implicit and explicit memory of static and interactive objects in virtual reality

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Petra Olsson; [2019]
    Keywords : Virtual Reality; Implicit memory; Explicit memory; Advertising; ;

    Abstract : Virtual reality applications are developing fast and break new grounds every day in new industries. In today's market, most of the virtual reality projects are funded by venture capitalists and are yet to produce any revenue. READ MORE

  2. 2. The causes and effects of native advertising clutter in social media

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Gabriel Höglund; Andreas Syvertsson; [2018]
    Keywords : Advertising Clutter; Social Media; Native advertising; In-feed ads; Instagram;

    Abstract : Advertising clutter has long been a thorn in the sides of marketers. Amidst the overwhelming amount of advertising messages that consumers are exposed to every day, they struggle to make their own communication efforts stand out. READ MORE

  3. 3. The Effects of Brand-Context Congruence

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
    Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

    Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE

  4. 4. Are 5-Second Online Video Advertisements Effective?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Anna Schuster; Jokubas Kuprevicius; [2017]
    Keywords : 5-second; Online video advertisements; 15-second; effectiveness; advertisement length; interruption; brand recall; message recall; likeability; pre-roll; mid-roll; YouTube; Business and Economics;

    Abstract : 5-second online video advertisements have emerged in the advertising scene as an ultra-short, theory defying phenomenon and scholars have yet to fully study its effectiveness. Up until recently, marketers have understood that advertisement effectiveness depends upon advertisement length, justifying the use of longer advertisement forms of 15-seconds or more. READ MORE

  5. 5. The Slender Line from Valentine to Vampire - An experimental study about the appearance of an overshadowing effect on brand recall with the use of influencers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Kim Kassandra Rosengarten; Lucia Luzzi; [2017]
    Keywords : Vampire effect; influencer marketing; brand recall; advertising effectiveness; Business and Economics;

    Abstract : The aim of this study is to investigate (1) whether the use of influencers in advertisements has a negative effect on brand recall in general and (2) which conditions enhance or weaken such a negative effect. A combination of experimental and case based research was applied to establish control (unknown model) and experimental groups (influencer) for different cases in order to test for brand recall under various conditions. READ MORE