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Simultaneous Media Use and Advertising: The Effects of Salient Web Ads in a New Media World

Lou, Shanshan
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1377084473

Abstract Details

2013, Doctor of Philosophy (PhD), Ohio University, Mass Communication (Communication).
The current study represents one of the first attempts to use experimental design to explore individuals' processing of both web ads and television ads in simultaneous media environment. Particularly, based on the theoretical propositions of Elaboration Likelihood Model (ELM) of persuasion, the study examines the relationship between salient web ad design, manipulated as a complex web ad in a simple background, and cognitive processing route in simultaneous media environment. The findings suggest that simple web ads lead to a better recall of brand and product than complex web ads when users are watching television at the same time. The results also imply that users do not view complex web ads more positively than simple web ads in simultaneous media environment. The current study contributes to both simultaneous media use and cognitive processing literature. The study also provides recommendations for web advertisers, suggesting them to refine ad designs, and make web ads simple in simultaneous media environment in order to generate better recall. The study may motivate more research devoting to explain how people process web and television content simultaneously and what factors contribute to attract users' attention and/or influence their attitudinal evaluations.
Roger Cooper (Committee Chair)
Communication
Simultaneous Media Use; Advertising; Web ads; Salience; Complexity

Recommended Citations

Citations

  • Lou, S. (2013). Simultaneous Media Use and Advertising: The Effects of Salient Web Ads in a New Media World [Doctoral dissertation, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1377084473

    APA Style (7th edition)

  • Lou, Shanshan. Simultaneous Media Use and Advertising: The Effects of Salient Web Ads in a New Media World. 2013. Ohio University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1377084473.

    MLA Style (8th edition)

  • Lou, Shanshan. "Simultaneous Media Use and Advertising: The Effects of Salient Web Ads in a New Media World." Doctoral dissertation, Ohio University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1377084473

    Chicago Manual of Style (17th edition)

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© 2013, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.