Search results for "Advertising format"
showing 4 items of 4 documents
Antécédents et conséquences de l'intrusion publicitaire perçue sur internet : le cas des formes publicitaires
2013
This research explores the relations between the format of advertising and perceived intrusion and tries to understand the consequences on attitudinal responses and on behaviour intentions of the Internet user, in particular in terms of resistance. The advertising intrusion is envisaged as a negative perception which could be activated by formats. The first part of this work is to understand the impact of perceived advertising intrusion, the second part is to operationalize the concept and test the research model.The study of the consequences of the use of ad formats allows reporting their influence on the advertising intrusion but also on the attitude towards the format and towards the ad.…
L'influence du format d'e-publicité et de l'intrusion perçue sur les attitudes envers le format, l'annonce, la marque et envers le site internet supp…
2012
This research builds on Anzieu's works (1994) to define intrusiveness concept and the persuasion theory to predict that an ad format and, besides, the perceived intrusion can have an impact on attitudinal responses. The results show that the use of some format of advertising leads intrusion perception. Furthermore, the perceived intrusion influence negatively attitude toward format, ad and brand. This perception is a mediator partial in the relation between the format and attitude toward format and a mediator total between the format and the attitude toward ad.
Exploratory Study of the Intrusion Perceived On E-advertising Formats: In Search of a Classification
2011
The aim of this paper is firstly to define intrusive advertising based on psychology literature and an exploratory qualitative study with 18 participants. We then propose a classification of advertising formats available to advertisers according to their intrusive characteristics, in particular regard to their display mode.
E-advertising Formats and Intrusion Perceived
2013
E-advertising Formats and Intrusion Perceived Abstract : The aim of this paper is firstly to define intrusive advertising based on marketing and in psychology literature. We identify the elements favoring the intrusion perceived as well as the intrusive attributes of the formats of advertising. We also envisage the consequences of the intrusion perceived for the main actors of the publicity.