umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
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.
Series
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
Identifiers
URN: urn:nbn:se:umu:diva-104897OAI: oai:DiVA.org:umu-104897DiVA: diva2:821503
Educational program
Master's Programme in Human-Computer Interaction
Presentation
2015-06-01, MA 166, Umeå Universitet, Umeå, 09:10 (English)
Supervisors
Examiners
Available from: 2015-06-15 Created: 2015-06-15 Last updated: 2015-06-15Bibliographically approved

Open Access in DiVA

Kedfors & Madzinova (2015)(5371 kB)3555 downloads
File information
File name FULLTEXT01.pdfFile size 5371 kBChecksum SHA-512
281ace60bb6a99db2f9ab41dcf846cabf388a57837d94c3fc501f9c98293700da766248bb7b57780a6553358dcb5c19f86b73e6c8f933fa1b67bfbbb8ef78079
Type fulltextMimetype application/pdf

By organisation
Department of Informatics
Information Systems, Social aspects

Search outside of DiVA

GoogleGoogle Scholar
Total: 3555 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 525 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf