广告的交互性:广告制作对消费者评价的有效性

IF 0.6 4区农林科学 Q3 AGRONOMY

Biotechnologie Agronomie Societe et Environnement Pub Date : 2016-03-17 DOI:10.4013/BASE.2016.132.04

Patrícia Albuquerque Lima, R. Porto, Delane Botelho

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引用次数: 2

摘要

广告的有效性，以产生良好的接受和积极的评价的品牌是营销人员所希望的。为此，他们修改广告的格式和/或内容，希望它们变得有吸引力。然而，许多修改并不会对消费者产生影响，使得这些努力毫无价值。随着新媒体技术的发展，将静态格式转换为交互式格式的有效性是广告商成功的核心问题。因此，本研究考察了静态广告和互动广告对消费者对广告、品牌和购买意愿的态度评价的有效性。我们进行了

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Interatividade em anúncios : efetividade da produção publicitária nas avaliações dos consumidores

The effectiveness of advertisements to generate good reception and positive evaluations of brands is desired by marketers. For this purpose, they modify the format and/or content of ads in hopes that they become attractive. However, many modifications do not produce effects on consumers, making the effort worthless. With new media technologies, the effectiveness of changing static to interactive format is a central issue for the success of advertisers. Thus, the research investigated the effectiveness of static and interactive advertisements to produce attitudinal evaluations of the ad, brand and purchase intention of consumers. We conducted an

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来源期刊

Biotechnologie Agronomie Societe et Environnement AGRONOMY-ENVIRONMENTAL SCIENCES

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

6-12 weeks

期刊介绍： BASE publishes original papers in the fields of life sciences: environmental science and technology, forest and natural space management, agronomical science, and chemistry and bio-industries.