Memorable video advertising

Burton, Harry (2013) Memorable video advertising. BSc dissertation, University of Portsmouth.

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    Abstract

    This Report looks at the methods of communication and its memorable effects in video Advertising. The importance of the report is illustrated in the literature review. Advertisements that are memorable can influence choice thus can have the potential to enhance the video advertising industry, as video advertisements on television are losing its expenditure. A secondary research method looks into and appreciates the brief history of advertisements and establishes the different technologies in communicating advertisements. A Primary research method of a focus group looks at the advantages, disadvantages and also defines newly established modes of video advertisements. A Repeated Measures ANOVA experiment is conducted to see which mode has the most memorable effect. IBM SPSS Data statistics software helps analysis and concludes that the musical video advertising has more of a memorable effect, however, the significance test shows that the null hypothesis cannot be rejected. Newly established modes were successfully defined and although not statistically significant, advertisers can feel a bit more confident that a musical advertisement can potentially be more memorable than any other mode of advertisement.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Creative Technologies
    Depositing User: Alice Bentley
    Date Deposited: 11 Jul 2013 14:30
    Last Modified: 28 Jan 2015 12:25
    URI: http://eprints.port.ac.uk/id/eprint/12397

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