Improving pre-roll advertisements through the use of congruence

• Main Authors: Lee, Debbie Meiyi, Lai, Aloysius Mun Seng, Ling, Debby Zhi Lei, Yeo, Xinzi
• Other Authors: Jung Younbo
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/59608
• Institution: Nanyang Technological University

Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of the current study is to investigate the effects of ad congruence (ad-context congruence and ad-profile congruence) on attitudes towards the ad and the brand in the new con...