Findings on location-based mobile advertising (LBMA) demonstrates that a digital medium and a congruent condition positively influence ad attention and the choice of advertised brand. This has consequences on the reorganization of the marketing campaigns in terms of channels involved and dissemination techniques. Nevertheless, given the multifaceted nature of ad attention, it must be split into its main components – ad awareness, brand recall, and promotion typology –and carefully investigate LBMA's effects on them. Besides, the vehicle cockpit offers the perfect environment to exploit the advantages of LBMA and display digital marketing messages under location congruency conditions. The objectives of this study are first to test previous findings on LBMA in driving conditions and verify its effectiveness on drivers; second, to understand the different impacts on ad awareness, brand recall, and promotion typology recall. The experiment consists of a driving simulation in a virtual environment in which candidates are requested to conduct four purchases through an interface on the onboard computer. Candidates are exposed to the same advertisement in four different configurations to measure the effects of the medium type and the location condition. The study confirmed the literature conclusions on digital medium affecting ad attention and expanded the result to driving conditions, ad awareness, brand recall, and promotion typology recall. However, the study does not corroborate the findings on location congruency conditions enhancing brand choice nor demonstrate a direct influence of ad awareness, brand recall, and promotion typology recall on consumers’ purchase behavior. The results suggest possible managerial implications to make the most of the results even in the practitioners’ field. Finally, limitations of this study and future directions of LBMA are provided to set the path towards potential developments of this technology.
I risultati sul location-based mobile advertising (LBMA) dimostrano che un mezzo digitale e una condizione di congruenza influenzano positivamente l’ad attention e la scelta del marchio pubblicizzato. Questo ha conseguenze sulla riorganizzazione delle campagne di marketing in termini di canali coinvolti e tecniche di diffusione. Tuttavia, data la natura molteplice dell'ad attention, è necessario suddividerla nelle sue componenti principali – ad awareness, brand recall, e promotion typology recall – e studiare attentamente gli effetti della LBMA su di esse. Inoltre, l'abitacolo dell’automobile offre l'ambiente perfetto per sfruttare i vantaggi dell'LBMA e visualizzare messaggi digitale di marketing in condizioni di congruenza. Gli obiettivi di questo studio sono: primo, testare le precedenti scoperte sull'LBMA in condizioni di guida e verificarne l'efficacia sui conducenti; secondo, comprendere i diversi impatti su ad awareness, brand recall, e promotion typology recall. L'esperimento consiste in una simulazione di guida in ambiente virtuale in cui ai candidati viene richiesto di effettuare quattro acquisti attraverso l'interazione con un'interfaccia sul computer di bordo. Ai candidati viene mostrata la stessa pubblicità ma in quattro diverse configurazioni per misurare gli effetti della tipologia di mezzo e della posizione rispetto al luogo di acquisto. Lo studio conferma le conclusioni della letteratura sull'influenza del mezzo digitale sull’ad attention, estendendo il risultato alle condizioni di guida e all’ad awareness, la brand recall, e la promotion typology recall. Tuttavia, lo studio non conferma i risultati relativi al fatto che la condizione di congruenza favorisce la scelta del marchio, né dimostra un'influenza diretta di ad awareness, brand recall, e promotion typology recall sul comportamento di acquisto dei consumatori. I risultati suggeriscono possibili implicazioni manageriali per sfruttare al meglio i risultati anche nell’ambito professionale. Infine, vengono forniti i limiti di questo studio e le direzioni future dell'LBMA, per tracciare il percorso verso i potenziali sviluppi di questa tecnologia.
Location-based in-car advertising : the effects of advertising typology and location congruency on consumer behavior in driving conditions
Maggipinto, Federico
2021/2022
Abstract
Findings on location-based mobile advertising (LBMA) demonstrates that a digital medium and a congruent condition positively influence ad attention and the choice of advertised brand. This has consequences on the reorganization of the marketing campaigns in terms of channels involved and dissemination techniques. Nevertheless, given the multifaceted nature of ad attention, it must be split into its main components – ad awareness, brand recall, and promotion typology –and carefully investigate LBMA's effects on them. Besides, the vehicle cockpit offers the perfect environment to exploit the advantages of LBMA and display digital marketing messages under location congruency conditions. The objectives of this study are first to test previous findings on LBMA in driving conditions and verify its effectiveness on drivers; second, to understand the different impacts on ad awareness, brand recall, and promotion typology recall. The experiment consists of a driving simulation in a virtual environment in which candidates are requested to conduct four purchases through an interface on the onboard computer. Candidates are exposed to the same advertisement in four different configurations to measure the effects of the medium type and the location condition. The study confirmed the literature conclusions on digital medium affecting ad attention and expanded the result to driving conditions, ad awareness, brand recall, and promotion typology recall. However, the study does not corroborate the findings on location congruency conditions enhancing brand choice nor demonstrate a direct influence of ad awareness, brand recall, and promotion typology recall on consumers’ purchase behavior. The results suggest possible managerial implications to make the most of the results even in the practitioners’ field. Finally, limitations of this study and future directions of LBMA are provided to set the path towards potential developments of this technology.File | Dimensione | Formato | |
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2022_12_Maggipinto_01.pdf
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Descrizione: Master Thesis
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2022_12_Maggipinto_02.pdf
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Descrizione: Executive Summary
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https://hdl.handle.net/10589/195303