Measuring the impact of competitive advertising environment and ad-exposure time on 3D posters' effectiveness

The present study focuses on the impact of competitive advertising environment and ad-exposure time on the effectiveness of 3D posters. A 3D poster is regarded as a traditional advertising poster that contains an additional three-dimensional element (e.g., paper-crafts, 3D installations or real obje...

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Bibliographic Details
Published in:Journal of customer behaviour 2016-08, Vol.15 (2), p.153-172
Main Authors: Hatzithomas, Leonidas, Zotou, Athina Y., (Jenny) Palla, Polyxeni
Format: Article
Language:English
Subjects:
3D POSTERS
Advertising Effectiveness
Competitive Advertising Environment
Experimental Design
Exposure Time
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Summary:The present study focuses on the impact of competitive advertising environment and ad-exposure time on the effectiveness of 3D posters. A 3D poster is regarded as a traditional advertising poster that contains an additional three-dimensional element (e.g., paper-crafts, 3D installations or real objects). Two experiments indicated that 3D posters enhance consumers' attention to the ad and increase ad (unaided and aided) recall. Experiment 1 revealed the moderating role of competitive advertising in the relationships between 3D posters' design, attention to the ad, and ad (unaided and aided) recall. 3D posters seem to enhance attention and ad recall in the presence, rather than absence, of competing ads. Experiment 2 highlighted that these positive effects are maintained even when consumers have less opportunity to process the posters. The study provides empirical evidence of the way that consumers process 3D posters and discusses significant managerial implications.
ISSN:1475-3928
DOI:10.1362/147539216X14594362873730