数字背景下的路障广告

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-09-01 DOI:10.2501/JAR-2022-018

B. Parida, C. R. Taylor, Abhishek

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引用次数: 0

摘要

路障广告涉及在一段时间内限制或阻止对竞争广告的访问，在媒体碎片化的情况下，这可能是一个有用的选择。本研究将路障广告引入学术文献，对其进行定义，并提出这类广告形式的类型学。进行了三项实验研究，比较了路障广告与传统“满载”广告的有效性；考察两种不同类型的路障广告的有效性——在吊舱内（集中）和跨吊舱（分散）；并比较新品牌和熟悉品牌在pod内和跨pod路障广告的效果。研究结果表明，路障广告对广告商来说具有很高的潜力，是打破混乱的有效技术。

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Roadblock Advertising In the Digital Context

Roadblock advertising involves limiting or blocking access to competing advertisements for a period of time and can be a useful option in the face of media fragmentation. This study introduces roadblock advertising to the academic literature, defines it, and proposes a typology of formats of this type of advertising. Three experimental studies are presented that compare the effectiveness of roadblock advertising with conventional “full-load” advertising; examine the effectiveness of two different types of roadblock advertising—within pod (concentrated) versus across pod (distributed); and compare the effects of within-pod and across-pod roadblock advertising for new versus familiar brands. Findings suggest that roadblock advertising has high potential for advertisers and is an effective technique for breaking through clutter.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.