Five Key Questions to Ask of Digital Advertisements
These were presented in the context of advertising in video games, but I think they remain relative in other vehicles of digital adveristing:
1) Awareness - Is the consumer aware of the ad?
2) Recall - Can the consumer recall the ad?
3) Attitude - Does ad placement impact consumer attitude? Positively or negatively? Towards product or brand?
4) Intent to Buy - Does the ad impact the consumers intent to buy?
5) Actual Purchase - Does consumer make purchase based on advertisement?
Other factors to consider:
1) Skepticism - Do ads create or increase consumer skepticism?
2) Attention - Do consumers pay attention to the ads?
3) Subconscious - Are ads absorbed by consumers subconsciously?
I've thoroughly enjoyed reading your blogs throughout the semester. They are reliably both well-written and substantive. Your observations, questions, and insights are of a high quality. You obviously are attuned to the digital world and are marketing savvy (maybe due in part to astute observation). We hope this course has been added value. It appears you invested a level of effort that deserves solid returns.
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