Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Friday, February 27, 2015

Surfing or Sitting?



n this advertisement, Quicksilver builds interactive billboards in Copenhagen. They create a surfing scene fitting into bus-stop to target those who love sports.
Goldenberg and his colleague (1999) conduct a study about quality templates which are designed for print advertisement. They suggest that quality  interactive template is supposed to help viewer to engage in the ad. This template particularly used collaboration between advertisement and consumers in order to achieve better understanding about the value of the things.
More recently, another study (Roozen & Depypere) has suggested that interactive template become even more effective on visual campaign  in modern social media. Here attached Table 4 to elucidate these results in the study. 




Aad and Ab represent different attitude. PI means purchase intention. According to figures in Table 4, Interactive creativity campaign with a quality template exhibits significantly higher score over all aspects such as purchase intention and social media behaviour. Whereas compared with no-quality campaign, non-interaction creativity campaign fail to show significant difference on purchase intention. Therefore quality template not necessarily makes a creativity campaign better than no-quality templates. Only interactive characteristics contribute to a creativity campaign’s relative merits.Further investigation in the study, with respect to social media behaviour, significant difference has been found between interactive and non-interactive creativity campaign with a quality template across various age groups and gender. In summary the effectiveness of the interactivity aspects in campaigns extends from print advertisement to other forms of campaign.








Reference
Goldenberg, J., Mazursky, D., and Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18(3), 333-351.
Roozen, I. and Depypere, D. (2012). How effective are quality templates of creativity in YouTube campaigns? HUB Research Paper, 47, 215.

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