This thesis explores the evidence in the literature and in preliminary empirical studies, for saying that visual ads on mobile phone can be designed for brand memory building in congruence with the viewer’s preferences. Various insights of the mobile advertising forces were collected through focus group discussions. The highlights of the group discussion formed a base to formulate further investigations. Suitable research design was adopted to communicate to customers and measure impacts of mobile ads. Questionnaires were developed adopting Likert (1988) scale and “Design of Experiment” method to capture the feedback from the respondents. The major components of the factor analysis indicate importance of theme, attention and colour scheme in designing ad content. There are positive relationship between matching viewer’s desire and interest provoking power of mobile ads (r = 0.85, p<0.01). The higher the congruity with viewer’s desire the better the interest. There no relations found with user’s familiarity of ad to increase advert appeal (r=0.04, p> 0.7). The higher persuasion appeal of ad creates favourable response towards the purchase intentions. (r = 0.8, p<0.001). The co-relation equation showed the congruence with customer’s preferences, interests and past experience of the brand can strongly predict the attention seeking and memory-building impacts of mobile ads. Experimental result revealed the impact of various design mixes on viewer’s response. A new model (Interactive Chain Model) was developed combining users’ behaviour tagging and memory building chain. The design mixes and impact score were mathematically calculated to test the validity of the new model. The predictive power of the model against actual advert impacts and desirability were compared mathematically. Results revealed very strong predictive power of the new interactive mobile ad design model.
| Date of Award | Aug 2011 |
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| Original language | English |
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| Awarding Institution | - Nottingham Trent University
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| Supervisor | Ashok Ranchhod (Supervisor) & Claire Gazente (Supervisor) |
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