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Ett pulshöjande reklammedium -Är det effektivt att exponera konsumenter för reklam i en gruppträningssal relativt i ett traditionellt reklammedium?


It appears that it has never been easier for the marketer to create and distribute advertising messages. The technical development has created new possible channels, which in addition to the traditional advertising media has resulted in consumers encountering loads of commercial messages every day. Unfortunately for the marketer, the overload of messages has contributed to an extensive advertising avoidance. This forces him to think outside the box in order to come up with attention-grabbing and innovative methods to reach out to consumers. This paper aims to examine if facilities for group exercise classes at fitness centres could be a potential advertising medium due to the unexpectedness of encountering advertising in those premises. The examination will concentrate on the relative effectiveness of this potential medium compared to a traditional advertising medium. The effectiveness will be measured in terms of attention, recall and ad attitude. If the facilities appear to be a relatively effective advertising medium, the paper will as well outline whether a congruent or incongruent product category with the facilities is the most beneficial to advertise for. Relevant theories to have in mind concerns advertising schema, arousal and schema incongruence. An experiment was conducted to compare the facilities for group exercise classes and the traditional advertising medium. Evidence was found to support the relative effectiveness of the facilities at the fitness centre. Considering which product category that is the most beneficial, findings supported advertisements for product categories that are incongruent with the context.

Författare

Anna Rosenkvist Matilda Ward

Lärosäte och institution

Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

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