![]() Despite studies on the technological application of AR, few have investigated its advertising potential. ![]() AR advertising has become a powerful marketing tool for advertisers and marketers. AR advertising uses an element of surprise to vie for attention and interest ( Ruiz et al., 2019). AR involves computer-generated virtual images instantly combined with real objects allowing users to interact with virtual images ( Hsu et al., 2021 Zhou et al., 2008), thereby enriching traditional media ( Uribe et al., 2022). With the recent emergence of mobile devices equipped with cameras, augmented reality (AR) has gradually become a focus of attention given its ubiquity in everyday life today ( Hilken et al., 2022). We propose three specific recommendations to advertisers seeking to apply AR in product placements: (a) For American viewers, incongruous product placements should be able to facilitate positive advertisement attitudes, (b) In TV shows, 2D advertisements can improve advertisement attitudes in some cases, and (c) For Taiwanese audiences, congruent title sponsorships or incongruent background placements can produce better advertisement attitudes.Īdvertising strategies evolve with the advent of new media technologies ( Hsu, 2020) that change media consumption habits ( Sama, 2019). Global AR advertising campaigns can benefit from cultural differences. Our results show incongruent brand recall is greater than congruent recall for American viewers and Taiwanese viewers have better attitudes towards AR dynamic advertisement presentations of title sponsorships that are congruent with the programme. Taiwan) between-subjects experiment design. 2D advertisement) × 2 (culture: United States vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. ![]() We used a 2 (type of product placement: title sponsorship placement vs. ![]() Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. All subjects Allied Health Cardiology & Cardiovascular Medicine Dentistry Emergency Medicine & Critical Care Endocrinology & Metabolism Environmental Science General Medicine Geriatrics Infectious Diseases Medico-legal Neurology Nursing Nutrition Obstetrics & Gynecology Oncology Orthopaedics & Sports Medicine Otolaryngology Palliative Medicine & Chronic Care Pediatrics Pharmacology & Toxicology Psychiatry & Psychology Public Health Pulmonary & Respiratory Medicine Radiology Research Methods & Evaluation Rheumatology Surgery Tropical Medicine Veterinary Medicine Cell Biology Clinical Biochemistry Environmental Science Life Sciences Neuroscience Pharmacology & Toxicology Biomedical Engineering Engineering & Computing Environmental Engineering Materials Science Anthropology & Archaeology Communication & Media Studies Criminology & Criminal Justice Cultural Studies Economics & Development Education Environmental Studies Ethnic Studies Family Studies Gender Studies Geography Gerontology & Aging Group Studies History Information Science Interpersonal Violence Language & Linguistics Law Management & Organization Studies Marketing & Hospitality Music Peace Studies & Conflict Resolution Philosophy Politics & International Relations Psychoanalysis Psychology & Counseling Public Administration Regional Studies Religion Research Methods & Evaluation Science & Society Studies Social Work & Social Policy Sociology Special Education Urban Studies & Planning BROWSE JOURNALSĪugmented reality (AR) ads in entertainment programming are fairly new and not extensively studied.
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