Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, and Skills Gained

A semester-long group project was given to undergraduate students in multiple sections of the Advertising course. The project involved students working in teams and creating video ads of 30, 60, or 90-seconds. Following the project presentations in the class, surveys were conducted to collect students’ opinions and perceptions of the Video Ad project. Sixty-four students spread out in three semesters from an American University in Mid-West filled out the surveys. Results indicate that the Students’ attitude towards advertising is positively related to how effective the project is. However, attitude towards advertising is not related to the project’s involvement and video-making skills gained from the project. Student involvement is an essential factor in the group project outcome. Involvement is positively related to the effectiveness of the project and video-making skills gained from the project

The Relationship between Consumer Sentiment towards Advertising and Ad Credibility, Ad Likeability, and Attention to Ads: The Case with Visual Metaphors

Popularity of ads with visual metaphors are on the rise. The present study examined the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and attention towards ads when ads contain visual metaphors. Specifically, this study tested ads which are “A is like B’” (comparison for similarity) and replacement type (only either source or the target is present while the other is absent) metaphors. Sixty-four students from a regional university in the mid-west completed surveys. Our study results indicate that when sentiment towards advertising is high, consumers find ads more credible and pay more attention to ads. However, sentiment towards advertising is not related to ad likeability. This paper concludes with implications for practitioners, including in social media advertising

Augmented Reality Marketing-Impact on Intrinsic Motivation and Optimal User Experiences

Augmented reality marketing (AR marketing) has emerged as a transformative tool with the promise of a captivating user experience through the use of technology. Through the lens of flow theory, this study examines and seeks to understand how AR marketing triggers intrinsic motivation and fosters optimal user experiences. Based on the concept of flow theory which elucidates the psychological state of deep engagement and enjoyment, this research-in-progress proposes to examine how AR marketing campaigns can cultivate flow experiences to enhance attitudes towards both, the advertisement and the brand. This research-in-progress will adopt a mixed-methods approach involving quantitative surveys and qualitative analyses, to explore the interplay between flow experiences, attitudes, and user engagement in AR marketing contexts. By examining key components of flow theory, such as clear goals, immediate feedback, and balance between skill and challenge, the research aims to identify strategies for designing AR marketing experiences that facilitate flow states and subsequently influence attitudes towards the advertisement and the brand. The findings of the study are expected to have significant implications for marketing and technology academicians and practitioners. Additionally, the findings will guide industry practitioners in leveraging AR technology to create immersive and impactful brand experiences, ultimately fostering positive attitudes and stronger consumer relationships in an increasingly digital landscape