在广告学术研究中加强动态视听刺激使用的策略和工具

IF 5.4 2区 管理学 Q1 BUSINESS
Anne Hamby, C. Russell
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引用次数: 2

摘要

摘要广告商和营销人员越来越多地采用和投资于视听格式进行传播。相比之下,学术研究人员通常依靠静态视觉刺激来测试广告和营销相关的研究问题。在本研究报告中,我们讨论了学术研究是否以及如何从开发和使用动态视听刺激的能力中受益,并考虑了其使用中固有的与有效性相关的权衡。我们首先概述了研究人员在构建动态视听刺激时应该考虑的成分。然后,为了减少广告研究中创造动态视听刺激的障碍,我们回顾了研究人员可以用来设计逼真的动态刺激的工具。最后,我们总结了动态刺激的使用可以开辟新的研究方法,从而扩展广告相关理论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Strategies and Tools to Enhance the Use of Dynamic Audiovisual Stimuli in Academic Advertising Research
Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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