Audio-Visual advertisements are those sensory objects or images which initiate or stimulate and reinforce learning. Visual advertisements are instructional that can be seen, but cannot be heard. Audio advertisements are instructional that can be heard but not seen. Audio-visual advertisement is relatively new and under researched area of advertising. Despite its growing popularity, few research studies have examined the potential benefits and limitations of this exceptional strategy. This study reports the results of an empirical investigation that examines how modifying reference to the peripheral brand influences consumers perceived associations of advertised brands, as well as their attitudes toward the advertisement and intentions to purchase either brand. The results revealed that conviction, true information about the products, reinforcement or remembrance, clarity of the advertisement, highly relevant information about the products, effective presentation were closely related with effectiveness of T.V. ads on consumer purchase decision.
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