Optimizing Commercial Video Advertising Cues
Session Number
Project ID: BHVSO 06
Advisor(s)
Dr. Pradeep Chintagunta; The University of Chicago
Discipline
Behavioral and Social Sciences
Start Date
19-4-2023 10:20 AM
End Date
19-4-2023 10:35 AM
Abstract
This research project endeavors to investigate the efficacy of video advertising on consumer behavior for non-perishable, everyday consumer goods such as groceries. In light of the growing adoption of digital media, businesses have amplified their video content output to promote their products or services. Therefore, it is imperative to discern the impact of these advertising techniques on consumer behavior and purchase decisions. Prior studies have scrutinized either specialized goods like automobiles or specific advertising cues like logos. In contrast, this research adopts a comprehensive approach, scrutinizing various television advertising cues' effectiveness. The analysis encompasses emotional, informational, and overall television advertising cues, gauging their impact on consumer behavior, particularly for non-perishable, everyday consumer goods. The research is essential for businesses seeking to target their audience efficiently and for the wider discourse on the role of video advertising in the current digital milieu. The study's findings will provide valuable insights into video advertising's efficacy for non-perishable, everyday consumer goods and its potential to influence consumer behavior.
Optimizing Commercial Video Advertising Cues
This research project endeavors to investigate the efficacy of video advertising on consumer behavior for non-perishable, everyday consumer goods such as groceries. In light of the growing adoption of digital media, businesses have amplified their video content output to promote their products or services. Therefore, it is imperative to discern the impact of these advertising techniques on consumer behavior and purchase decisions. Prior studies have scrutinized either specialized goods like automobiles or specific advertising cues like logos. In contrast, this research adopts a comprehensive approach, scrutinizing various television advertising cues' effectiveness. The analysis encompasses emotional, informational, and overall television advertising cues, gauging their impact on consumer behavior, particularly for non-perishable, everyday consumer goods. The research is essential for businesses seeking to target their audience efficiently and for the wider discourse on the role of video advertising in the current digital milieu. The study's findings will provide valuable insights into video advertising's efficacy for non-perishable, everyday consumer goods and its potential to influence consumer behavior.