Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: Supplementary 7, Pages: 1-5
Yoonhee Kim and Sangpil Han*
Department of Advertising, Hanyang University, Korea; [email protected]
The purpose of this study is to investigate different advertising integration effects for various product types, in accordance with the interactive role of temporal distance and types of mobile advertising appeals. As the correlations of ad attitude, product attitude, purchase intention, and click intention are very high, the advertising integration effect of a dependent variable was considered. The results are as follows: First, with utilitarian products, consumers show more interest in an informational mobile ad than an image mobile ad. Second, with social identity products, consumers show more interest in an image mobile ad than an informational mobile ad. However, for multiple products, a preference for an informational or image mobile ad varies according to the effect of temporal distance. An informational mobile ad is more effective when the purchase point is in the near future, but an image ad is more effective when the purchase point is in the distant future. Implications of those results are discussed for the advertising of consumer products.
Keywords: Advertising Effect, Component, Image Mobile Advertising, Informational Mobile Advertising, Mobile Advertising
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