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Creating brand awareness in outdoor advertising: Designing for interactivity and presence
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis aims to explore the design process of incorporating elements of presence and interactivity in order to measure brand awareness in outdoor advertising. The paper starts out with a description of research related to the field. It then goes through the process of the construction of two kinds of prototypes; one traditional and one interactive advertisement. Two prototypes which are exposed to twelve participants in order to measure a difference in brand recall between them. The result of this measurement is then presented and followed with a discussion. In the end we conclude that the implementation of interactivity and presence when designing for interactive advertisement can in some ways be used to increase brand recall. It may however also lead to the loss of secondary text-based information that is better received through traditional advertisement.

Place, publisher, year, edition, pages
2015. , 24 p.
Informatik Student Paper Master (INFSPM), 2015.07
Keyword [en]
Interactivity, Advertising, Presence, Brand Awareness, Traditional Advertising, Interactive Advertising, Outdoor advertising, Human-Computer Interaction
National Category
Information Systems, Social aspects
URN: urn:nbn:se:umu:diva-104897OAI: diva2:821503
Educational program
Master's Programme in Human-Computer Interaction
2015-06-01, MA 166, Umeå Universitet, Umeå, 09:10 (English)
Available from: 2015-06-15 Created: 2015-06-15 Last updated: 2015-06-15Bibliographically approved

Open Access in DiVA

Kedfors & Madzinova (2015)(5371 kB)1350 downloads
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Type fulltextMimetype application/pdf

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