This study tests a theoretical framework to explain the persuasive impact of interactive
magazine ads on consumers' ad and brand attitudes. To obtain realistic (unforced) …

The recent arrival of interactive messaging/marketing units (IMUs) begs the question: Does
interacting with an advertisement enhance its persuasive appeal? How does interactivity …

Purpose This research aims to investigate the role of consumer resistance (CR), display
advertising context, appeal and type of exposure for the successful launch of a brand into a …

Consumers increasingly demand a newfound control over their media experiences because
the technology and media industries are obliging them. Digital formats now allow readers to …

In today's fragmented media environment, advertising in videogames (ie in-game
advertising) is an increasingly appealing marketing communication tool to reach a targeted …

Purpose The playable ad is a new type of digital advertising that combines interactivity with
gamification. Guided by psychological reactance theory, this study aims to explore the …

In an experiment (N= 99), effects of subtle and prominent online advertising formats,
respectively sponsored content and banner ads, on audience reactions toward the …

Technology has been changing the landscape of options available to advertisers, making it
easier and less expensive to create animated advertisements. Although animated ads have …

Purpose Few studies illustrate how contextual effects (eg assimilation and contrast) in pay-
per-click ad design may impact consumers' attitudes and purchase intention. To fill this …

Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium
is creatively used for advertising purposes. This novel advertising strategy is gaining …