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Angela Lucas Snipes Business Administration: Marketing College of Business Administration Savannah State University e-mail: alucas3@student.savannahstate.edu
When companies post advertisements for their products in places that are novel, inventive or borderline illegal, they call it guerilla marketing. Urban footpaths have become a site for such (ambient) tactics with advertisers appropriating the means and methods of pavement artists and stencil graffitists to generate brand awareness.
Literature Review
Literature Review
In recent years corporations have recognized that new technologies and new media expand the opportunities for pavement advertising. In the near future we are likely to see even more advertisements on the ground, many of them authorized and legal Mr. Clean Ad by Meister Proper of Grey as govt departments Worldwide Germany lease spaces on public streets and
Theories Used
Foote, Cone and Belding (FCB) Matrix- Well known
framework for product classification which classifies products according to whether the purchase decision is high or low involvement and involves cognitive (thinking) or affective (feeling) information processing (Vaughn 1980, 1986).
The FCB grid was extended by Rossiter and Percy (1997), who argued that product and brand attitude
classifications should be based on underlying purchase motivesboth informational and transformational. With both of these frameworks, there is a recognition that some ads attempt to convey information to consumers to help them develop a preference, while others appeal to emotions, or transformational motives.
Conceptual Framework
Relationshi p Strength (Customer ad Product) [R] Inherent Dramatic Surprise [I]
Ad
The results of this qualitative stage were an ordered category ranking of 25 stimuli frequency counts were conducted and finally, 5 stimuli were selected (the stimuli who had maximum Strongly Agree statements attached to them). The three factors of the RIP conceptual framework- Relationship strength, Inherent Dramatic Surprise and Prodigious Execution were the focus of ordered category ranking.
Research Methodology
Second Quantitative Stage:
These 5 stimuli were then presented to a group of 89 students in random order for each student. Randomization was used to avoid systematic measurement errors as a result of responded wearout. Since the population at a HBCU is homogenous with similar socio-demographic characteristics, only gender was included as a classification question. Thereafter, the findings were recorded for these focus groups and generalized for males versus females.
Measures (Scales)
Attitude toward the ad (Mitchell and Olson 1981; seven-point semantic differential scales):
BadGood UnpleasantPleasant UnfavorableFavorable NegativePositive
Ad believability (Bhat, Leigh, and Wardlow 1998; seven-point semantic differential scales):
ConvincingUnconvincing (reverse) Not credibleCredible UnacceptableAcceptable UntruthfulTruthful BelievableUnbelievable (reverse)
Intention to purchase the advertised brand XX (Schlinger 1979, four-point Likert scales):
Would you like to try the product? Could you imagine yourself buying this product? Could you imagine this product being one of your most likely choices when you next make a purchase?
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raction Method: Principal Component Analysis. tation Method: Varimax with Kaiser Normalization
Ad Stimulus # 1
Client: Nestle Brand Kit Kat bench; Agency: JWT - London (2009)
Ad Stimulus # 2
Ad Stimulus # 3
Ad Stimulus # 4
Conceptual Framework
Relationshi p Strength (Customer ad Product) [R] Inherent Dramatic Surprise [I]
Multiple Regression
Multiple Regression
QUESTIONS ?
Buzzing the Traditional Media off through Ambient Advertising
Angela Lucas Snipes Business Administration: Marketing College of Business Administration Savannah State University e-mail: alucas3@student.savannahstate.edu
Angela Lucas Snipes Business Administration: Marketing College of Business Administration Savannah State University e-mail: alucas3@student.savannahstate.edu