Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads
| Autor: | Pedro Pablo Marín Dueñas, Alberto Paramio Leiva, Serafín Jesús Cruces Montes, Diego Gómez Carmona, César Serrano Domínguez, Antonio Zayas García |
|---|---|
| Přispěvatelé: | Marketing y Comunicación, Psicología |
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Wine
business.product_category HF5001-6182 Computer science media_common.quotation_subject 05 social sciences Advertising labelled bottle General Business Management and Accounting Preference Computer Science Applications Perception 0502 economics and business Bottle Eye tracking 050211 marketing advertising effectiveness Business Product (category theory) eye/tracking business transparent bottle Sensory cue 050203 business & management media_common |
| Zdroj: | Journal of Theoretical and Applied Electronic Commerce Research, Vol 16, Iss 93, Pp 1648-1666 (2021) J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1648-1666 RODIN. Repositorio de Objetos de Docencia e Investigación de la Universidad de Cádiz instname Journal of Theoretical and Applied Electronic Commerce Research Volume 16 Issue 5 Pages 93-1666 |
| ISSN: | 0718-1876 1648-1666 |
| Popis: | The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer's attention. Optimizing the elements included in these messages can help capture consumers' attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 x 2 x 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels. The University of Cadiz funded this Research, grant number PR2017-039 of Plan Propio Project and was supported by the Institute of Research and Development Social and Sustainability (INDESS). |
| Databáze: | OpenAIRE |
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