1 / 18

Eww .. That’s gross

Measuring the Effect of Informational and Emotional Ad Strategies on Brand Recall and Brand Attitude Sean Bailey Jennifer Lee. Eww .. That’s gross. Oh, I recognize that design!. Hmm… I think I actually want that bag!. Brainstorming & Jotting down ideas

zuriel
Download Presentation

Eww .. That’s gross

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Measuring the Effect ofInformationaland Emotional Ad Strategies onBrand Recall and Brand AttitudeSean BaileyJennifer Lee

  2. Eww.. That’s gross

  3. Oh, I recognize that design!

  4. Hmm… I think I actually want that bag!

  5. Brainstorming & Jotting down ideas • Negative feelings led to positive outcome! • But.. Maybe I began to like it because it’s Louis Vuitton! • Shocking advertisements are easier to recall. • I wondered which would be more effective, positive feelings or negative feelings?

  6. Theoretical Model (2X3 Design) Brand Awareness X Ad Strategy = Effect Informational High Awareness Brands Brand Recall Positive Emotional Low Awareness (Fictitious) Brands Brand Attitude Change Negative Emotional

  7. Group 1 Show Advertisements with High brand awareness (REI, Nike, Patagonia, Reebok, Adidas, etc) • Group 2 Show the same advertisements with fictitious brand names and logos (Adobe Photoshop)

  8. Positive emotional ads • Negative emotional ads • Informational ads

  9. Positive emotional ads • Negative emotional ads • Informational ads

  10. Positive emotional ads • Negative emotional ads • Informational ads

  11. Positive Emotional Ads (Upbeat)

  12. Positive Emotional Ads (Warm)

  13. Negative Emotional Ads

  14. Informational Ads

  15. Theoretical Model (2X3 Design) Brand Awareness X Ad Strategy = Effect Informational High Awareness Brands Brand Recall Positive Emotional Low Awareness (Fictitious) Brands Brand Attitude Change Negative Emotional

  16. Brand attitude -Yoo & MacInnis (2005) -Four items (like-dislike, positive-negative, good-bad, favorable-unfavorable) -Each item scored on a seven-point semantic differential scale. Like Dislike Positive Negative Bad Good Unfavorable Favorable

  17. Brand recall Open-ended question Top of mind awareness Q: Please write down ALL brand names used in this experiment

  18. Questions and Comments Please! 

More Related