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Effects of Ad-Profile and Ad-Content Congruence on Attitude Toward the Ad and Brand

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Abstract:

Over the last decade, the field of advertising has expanded rapidly, including new advertising platforms such as the Internet and online video advertising. The purpose of the current study is to investigate the effects of ad-schema congruence (ad-context congruence and ad-profile congruence) on attitude in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll ads were paired with short videos. The results (n = 80) show significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also show significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results of mediation analyses show that perceived irritation and perceived manipulative intent are significant mediators for the effect of ad-context and ad-profile congruence on attitude respectively. 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 ads are discussed.
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p983109_index.html
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MLA Citation:

Ling, Debby., Lee, Debbie., Lai, Aloysius., Yeo, Xinzi. and Jung, Younbo. "Effects of Ad-Profile and Ad-Content Congruence on Attitude Toward the Ad and Brand" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2015-12-02 <http://citation.allacademic.com/meta/p983109_index.html>

APA Citation:

Ling, D. , Lee, D. , Lai, A. , Yeo, X. and Jung, Y. , 2015-05-21 "Effects of Ad-Profile and Ad-Content Congruence on Attitude Toward the Ad and Brand" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2015-12-02 from http://citation.allacademic.com/meta/p983109_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Over the last decade, the field of advertising has expanded rapidly, including new advertising platforms such as the Internet and online video advertising. The purpose of the current study is to investigate the effects of ad-schema congruence (ad-context congruence and ad-profile congruence) on attitude in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll ads were paired with short videos. The results (n = 80) show significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also show significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results of mediation analyses show that perceived irritation and perceived manipulative intent are significant mediators for the effect of ad-context and ad-profile congruence on attitude respectively. 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 ads are discussed.


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Impact of Ad Appeal and Brand Familiarity on the Attitude toward Brand and Advertising

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Does Media Context Matter? Effects of Brand Contextualization on Memory and Attitude toward Advertised Brands in Digital Games


 
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