RT Journal Article
SR Electronic
T1 In-Store Video Advertising Effectiveness
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 386
OP 402
DO 10.2501/S0021849910091634
VO 50
IS 4
A1 Mark Yi-Cheon Yim
A1 Seung-Chul Yoo
A1 Brian D. Till
A1 Matthew S. Eastin
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/4/386.abstract
AB The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head-mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers' field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.