Improving pre-roll advertisements through the use of congruence

• المؤلفون الرئيسيون: Lee, Debbie Meiyi, Lai, Aloysius Mun Seng, Ling, Debby Zhi Lei, Yeo, Xinzi
• مؤلفون آخرون: Jung Younbo
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2014
• الموضوعات: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/59608
• المؤسسة: Nanyang Technological University

Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of the current study is to investigate the effects of ad congruence (ad-context congruence and ad-profile congruence) on attitudes towards the ad and the brand in the new con...