Why, When And How Much To Entertain Consumers In Ads
August 27, 2013
1:00pm - 2:00pm Eastern
Audience Measurement Plus Presentation
Title: "Why, When and How Much to Entertain Consumers in Advertising"
Providing entertainment in ads (e.g., humor, creative stories and upbeat music) is considered to be an effective way of capturing viewers' attention and persuading consumers toward a product, service or idea. But what if too much entertainment can increase interest for the ad and, at the same time, decrease the consumer's intent to purchase the advertised brand? This joint research study with Harvard Business School uses automated, facial coding to demonstrate how too much positive entertainment can have detrimental persuasion effects, and provide the optimal level and placement of entertainment to use in your advertisements.
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