In-Store Video Advertising Effectiveness

doi:10.2501/s0021849910091634

Paper

In-Store Video Advertising Effectiveness

Published Dec 1, 2010 · DOI · Mark Yi-Cheon Yim, Seung-Chul Yoo, B. Till

Journal of Advertising Research

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Abstract

ABSTRACT The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head-mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers' field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.

Study Snapshot

In-store video advertising can effectively increase recall, recognition, brand familiarity, and purchase intention despite relatively brief exposure.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

In-Store Video Advertising Effectiveness

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