haku: @indexterm ADVERTISING MEDIA / yhteensä: 223
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| Tekijä: | Roehm, H.A. Roehm, M.L. |
| Otsikko: | The hybrid split technique and onsite rewards |
| Lehti: | Journal of Consumer Behaviour
2005 : MAR, VOL. 4:3, p. 173-184 |
| Asiasana: | Advertising Advertising media Incentives Internet |
| Vapaa asiasana: | Media Split ads |
| Kieli: | eng |
| Tiivistelmä: | In split ad the information is presented in two distinctive parts, e.g. when two short commercials of a brand are separated by other television content. This article examines two studies which demonstrate the advantages of an emerging form of the split ad strategy called hybrid split ad. In this technique message usually begins in a traditional medium and then concludes at a website. The technique is shown to enhance attitudes toward the product by increasing the perceived importance of favourable attributes provided at the website. The article also examines the managerial importance, especially in how to motivate the consumers to pursue the second portion of the ad. For that the possibility of an incentive is discussed. |
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