Interactive ads: Effectiveness of advertising production in consumer evaluations

Abstract

The effectiveness of advertisements to generate good reception and positive evaluations of brands is desired by marketers. For this purpose, they modify the format and/or content of ads in hopes that they become attractive. However, many modifications do not produce effects on consumers, making the effort worthless. With new media technologies, the effectiveness of changing static to interactive format is a central issue for the success of advertisers. Thus, the research investigated the effectiveness of static and interactive advertisements to produce attitudinal evaluations of the ad, brand and purchase intention of consumers. We conducted an