Saturday, February 5, 2011

No Surprise: Action Ads Are Effective And Favored




Ad Effectiveness Index (Mean Rating; Print Vs. Digital Magazine Ads; 9 = Highest Rating)
  Overall AdsSpecific Ad
Static Ads (Print)Interactive Ads (iPad)Static Ads (Print)Interactive Ads (iPad)
Perceived interactivity
6.03
7.38
3.96
6.81
Perceived engagement
5.38
6.67
4.16
6.67
Message involvement
5.36
6.36
5.07
6.45
Attitude toward the ad
5.50
6.63
3.75
6.36
Purchase intention
-
-
2.50
3.98
Source: UConn, Stamford, A. Wang, January 2011

Generation Y consumers represent an important segment of the consumer market because they are early adopters of digital technologies and extensive users of the Internet and digital media, notes the report. The study population included people who were familiar and not familiar with using iPad and between 18-32 years old.

The study sample included:
45% male participants
55% female participants
Average age of 22 years
72% of them made less than $25,000
14% of them made more than $50,000
76% of them had at least some college education
45% of them were Caucasian
26% of them were Hispanic
14% of them were African American
5% of them were Asian

Overall, the report presents these conclusions and results:
Realistic Exposure (browsing the magazine)
The participants in the interactive ad condition had stronger engagement, message involvement and attitude than the participants in the static ad condition
The participants in the interactive ad condition also perceived stronger interactivity than the participants in the static ad condition
Higher ad interactivity could generate higher brand awareness

Forced Exposure (reviewing a specific advertisement):
The participants in the interactive ad condition had stronger engagement, message involvement, attitude, and purchase intention than the participants in the static ad condition
The participants in the interactive ad condition perceived stronger interactivity than the participants in the static ad condition
The participants in the interactive ad condition were unlikely to recall the brand more than the participants in the static ad condition

For more information about the study can be found in the PDF file accessed in this search result.

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