東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

The influence of self-brand congruit...

Holmes, Todd Andrew.

FindBook

Google Book

Amazon

博客來

The influence of self-brand congruity, ad position, and ad duration on the effectiveness of online video advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The influence of self-brand congruity, ad position, and ad duration on the effectiveness of online video advertising./
作者:	Holmes, Todd Andrew.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
面頁冊數:	296 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-08(E), Section: A.
Contained By:	Dissertation Abstracts International77-08A(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10035765
ISBN:	9781339539966

The influence of self-brand congruity, ad position, and ad duration on the effectiveness of online video advertising.
Holmes, Todd Andrew.

The influence of self-brand congruity, ad position, and ad duration on the effectiveness of online video advertising. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 296 p.

Source: Dissertation Abstracts International, Volume: 77-08(E), Section: A.

Thesis (Ph.D.)--University of Florida, 2015.

The purpose of this study was to gain a better understanding of self-brand congruity, ad position, and ad duration and how these factors, individually and in combination, impact the perceived effectiveness of an advertising message. The study provides an examination of the long-standing hierarchy of effects framework within a new context, embedded online video advertisements.

ISBN: 9781339539966Subjects--Topical Terms:

2144804
Mass communication.

The influence of self-brand congruity, ad position, and ad duration on the effectiveness of online video advertising.
LDR:02606nmm a2200325 4500 001 2123539
005 20171003070907.5
008 180830s2015 ||||||||||||||||| ||eng d
020 $a 9781339539966
035 $a (MiAaPQ)AAI10035765
035 $a AAI10035765
040 $a MiAaPQ $c MiAaPQ
100 1 $a Holmes, Todd Andrew. $3 3285465
245 1 4 $a The influence of self-brand congruity, ad position, and ad duration on the effectiveness of online video advertising.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2015
300 $a 296 p.
500 $a Source: Dissertation Abstracts International, Volume: 77-08(E), Section: A.
500 $a Adviser: David Ostroff.
502 $a Thesis (Ph.D.)--University of Florida, 2015.
520 $a The purpose of this study was to gain a better understanding of self-brand congruity, ad position, and ad duration and how these factors, individually and in combination, impact the perceived effectiveness of an advertising message. The study provides an examination of the long-standing hierarchy of effects framework within a new context, embedded online video advertisements.
520 $a To achieve these aims, an online experiment was conducted based on a two (self-brand congruity) X two (ad position) X two (ad duration) between subjects design. Eight dependent measures were used to assess the effectiveness of the ads and three brand personality dimensions (excitement, sophistication, ruggedness) were included in the model as replicates. As expected, participants who saw ads placed in the mid-roll position were able to recall significantly more details of the ads than subjects who viewed ads in the pre-roll position. Also, 30-second ads resulted in higher levels of recall than did 15-second ads. Self-brand congruity did not have as much of an impact as anticipated; however, within certain personality dimensions and when coupled with one or both of the other factors, this independent variable produced significant results.
520 $a In addition, ad position and ad duration were each found to have some influence on the effectiveness of the ad, but their impact was, in most cases, contingent upon the personality of the brand showcased in the ad. These findings suggest many key implications for advertising practitioners as well as promising areas of future research in the area of online video advertising.
590 $a School code: 0070.
650 4 $a Mass communication. $3 2144804
650 4 $a Marketing. $3 536353
650 4 $a Web studies. $3 2122754
690 $a 0708
690 $a 0338
690 $a 0646
710 2 $a University of Florida. $3 718949
773 0 $t Dissertation Abstracts International $g 77-08A(E).
790 $a 0070
791 $a Ph.D.
792 $a 2015
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10035765