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| Author: | Yim, M. Y-C. (et. al) |
| Title: | In-store video advertising effectiveness |
| Journal: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 386-402 |
| Index terms: | advertising research brands consumer behaviour products merchandising |
| Language: | eng |
| Abstract: | The article investigates the effectiveness of in-store advertising where video recordings are used as advertising. Three separate field studies are discussed. One study used a camera to determine the extent of such advertising appearing in the consumers' field of view. Another study assessed consumer recall and recognition of in-store video advertising, and the final one altered the format of the advertising to identify possible means of raising consumer recognition. Findings from all three studies imply that in-store advertising can prove effective in creating brand recall and affecting consumers' intent to purchase a product. |
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