"I think I just saw another version of it": An investigation of product placement - Ad congruity and exposure timing on product recognition and attitude
Xiong, Shili
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https://hdl.handle.net/2142/78518
Description
Title
"I think I just saw another version of it": An investigation of product placement - Ad congruity and exposure timing on product recognition and attitude
Author(s)
Xiong, Shili
Issue Date
2015-04-30
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
Product Placement
Webpage Ad
Congruity
Ad Exposure Timing
Product Recognition
Product Attitude
Language
eng
Abstract
This study investigates whether adding peripheral webpage ad for a product that is placed in an online sitcom affects audiences’ recognition of and attitude toward the product. Because the ad and placement may serve as primes for each other, effects of timing of the ad (relative to the appearance of the product) were also assessed. Findings demonstrate that recognition of the product is higher when the placement and webpage ad are congruent than when the placement and ad are incongruent. Results also show that adding a webpage ad can increase recognition of the placed product in the video, and partially influences attitude towards the product. Product congruence appeared to have no main effect on attitude towards the product. However, attitude towards product varied in different timing only when products were incongruent in the video and in the ad such that attitudes were significantly lower when the ad and placement were exposed concurrently compared to when only the placement was exposed. Implications are also discussed.
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