measuring the effect of informational and emotional ad strategies on brand recall and brand attitude...
DESCRIPTION
Eww.. That’s gross So, let me tell you my perception process related to this window display by LV. The trigger for this research was the window display by Louis Vuitton. Eww.. What’s this? It’s definitely not pleasing… Why are they doing that?TRANSCRIPT
Measuring the Effect ofInformational and Emotional Ad
Strategies on
Brand Recall and Brand Attitude
Sean BaileyJennifer Lee
Eww.. That’s gross
Oh, I recognize that design!
Hmm…I think I
actually want that bag!
Brainstorming & Jotting down ideas
• Negative feelings led to positive outcome!• But.. Maybe I began to like it because it’s Louis
Vuitton!• Shocking advertisements are easier to recall.• I wondered which would be more effective,
positive feelings or negative feelings?
High Awareness
BrandsLow
Awareness (Fictitious)
Brands
Informational
Positive Emotional
Negative Emotional
Brand Recall
Brand Attitude Change
Brand Awareness X Ad Strategy = Effect
Theoretical Model (2X3 Design)
• Group 1Show Advertisements with High brand awareness
(REI, Nike, Patagonia, Reebok, Adidas, etc)
• Group 2Show the same advertisements with fictitious brand
names and logos (Adobe Photoshop)
•Positive emotional ads•Negative emotional ads•Informational ads
•Positive emotional ads•Negative emotional ads•Informational ads
•Positive emotional ads•Negative emotional ads•Informational ads
Positive Emotional Ads (Upbeat)
Positive Emotional Ads (Warm)
Negative Emotional Ads
Informational Ads
High Awareness
BrandsLow
Awareness (Fictitious)
Brands
Informational
Positive Emotional
Negative Emotional
Brand Recall
Brand Attitude Change
Brand Awareness X Ad Strategy = Effect
Theoretical Model (2X3 Design)
• Brand attitude-Yoo & MacInnis (2005)-Four items (like-dislike, positive-negative, good-bad, favorable-
unfavorable)-Each item scored on a seven-point semantic differential scale.
Like Dislike
Positive Negative
Good Bad
Favorable Unfavorable
• Brand recallOpen-ended questionTop of mind awareness
Q: Please write down ALL brand names used in this experiment
Questions and Comments Please!