Browsing by Author "Gutnik., Stephanie"

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    The advertising effects of connected television and digital out of home media : a field experiment
    (Heriot-Watt University, 2023-08) Gutnik., Stephanie; Grant, Doctor Ian
    Television advertising has traditionally been used by marketers to reach mass audiences, but linear TV viewership is in decline as viewer attention moves toward emerging digital media. This fragmentation of audiences poses a challenge for marketing practitioners, who must learn which alternative media should be used in marketing plans to reach desired consumers. The aim of this research is to provide insights to marketing practitioners exploring new ways to communicate with fragmented audiences due to decreased linear TV viewership. The integrated marketing communications (IMC) paradigm presents one approach to exploring the individual and combined effects of media activated in an advertising campaign. However, there is limited information about the advertising effects of emerging media. As such, connected TV (CTV) and digital out of home (DOOH) have been selected to test the effectiveness of two emerging media. A critical literature review develops a conceptual model in accordance with the IMC paradigm and formulates six hypotheses to test the direct effect of attitude toward media on attitudinal outcomes of attitude toward the ad and brand opinion, and consumer decision outcomes of brand awareness, brand consideration, purchase intent and ad recall. In accordance with a positivist ontology, a field experiment is run for goodr, a nascent sports sunglasses brand seeking to add media beyond search and social media advertising to reach new customers. Using a GDPR-compliant mobile-based survey platform, a panel of 400 consumers is divided into four treatment groups of 100 people each: unexposed, exposed to CTV only, exposed to DOOH only and exposed to both CTV and DOOH. Linear and logistic regression analyses are used to assess the correlation between attitude to media and the dependent variables. Statistically significant positive relationships are identified for most hypotheses and Hayes Process analyses show statistically significant indirect relationships with attitude toward the ad as the mediator variable. Despite the supported hypotheses, the results demonstrate the challenge of measuring IMC activity given that evidence of media synergies is inconclusive. However, for a new business seeking to grow market share, the results show CTV and DOOH are effective and should be considered for media plans. The research provides a foundation for future research by identifying the need to consider a laboratory element in the methodology and use a video-based DOOH creative treatment to compare the medium with CTV more equally.