In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
595
Which Mode n T end Ad e ising Me hods A e
Mo e E ec i e in Reaching Ce ain Ou come?: A
Re iew on In e ne Ads, Mobile App Ads, Video
Ads, S eal h Ads and Ou doo Digi al Ads
Lee Zhao Jian
1
Cen e o Sou he n New Hampshi e Uni e si y P og ams, HELP College o
A s and Technology, Kuala Lumpu , Malaysia
Rashad Yazdani a d
Cen e o Sou he n New Hampshi e Uni e si y P og ams, HELP College o
A s and Technology, Kuala Lumpu , Malaysia
Abs ac
P esen pape a emp s o examine he e ec i eness o mode n end
ad e ising me hods in eaching ce ain ou come. In o de o p o ide e idence
o he e ec i eness o mode n end ad e isemen me hods, a numbe o pas
esea ch s udies has been used. The au ho s will ocus on examining and
compa ing i e majo mode n end ad e ising me hods, which include
in e ne ads, mobile app ads, ideo ads, s eal h ads and ou doo digi al ads.
This pape mainly con ibu es o he ma ke e s and ad e ise s. I no only
allows he ma ke e s o ad e ise s o ecognize he inco ec ways o
ad e ising, bu also he cha ac e is ics o he mode n end ad me hods. A he
same ime, i can g ea ly enhance he e ec i eness o ad e ising. Mo eo e ,
he objec i e is in oduced wi h he suppo o pas indings. Also, majo
s udies a e used o suppo he e ec i eness o e e y main mode n end ad
me hod. A he end, he pape is discussed and concluded wi h he in e ences
made based on pas esea ch. Las ly, he au ho s look o wa d o u u e
esea ch o examine he ques ion and esol e he seemingly ine ec i e ad
me hods.
Keywo ds: E ec i eness, mode n end ad e ising me hods, ce ain
ou come, ma ke e s, ad e ise s.
Ci e his a icle: Jian, L. Z., & Rashad, Y. (2015). Which Mode n T end Ad e ising
Me hods A e Mo e E ec i e in Reaching Ce ain Ou come?: A Re iew on In e ne Ads,
1
Co esponding au ho ’s email: leezhaojian@ho mail.my
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
596
Mobile App Ads, Video Ads, S eal h Ads and Ou doo Digi al Ads. In e na ional Jou nal o
Managemen , Accoun ing and Economics, 2(6), 595-608.
In oduc ion
In ma ke ing ield, ad e ising is a way ha can o ce ully ins ill he awa eness o
b and o p oduc in o audience minds unconsciously. Wi hou ou conscious ealiza ion,
some b and names a e mo e easily o be ecalled han o he s. Some esea che s ha e
indica ed ha amilia i y is able o gene a e liking (A onson, Wilson, & Ake , 2013),
and subsequen ly pu chase in en ion. In his pape , he au ho s will ind ou he
e ec i eness o i e majo mode n end ad e ising me hods, such as in e ne ads and
mobile app ads, in eaching ce ain expec a ions. A lo o esea ch and a icles will be
used o i s examine he usage and ou come o hese mode n end ad e ising me hods.
In mos ma ke ing and business ela ed ield, ad e ising appea s o be one o he
essen ial p ocedu es o unning a business. Nume ous ma ke e s o in es o s ha e done
ad e ising, ye i is s ill unknown ha whe he he in es ed ads ha e eached he e ec
hey expec a i s . Some o hem may jus ollow he new ad e ising end and expec
his new ad e ising me hod would b ing hem posi i e ou come. Howe e , does
in es ing in mode n end ad e ising me hods always b ing he posi i e ou come?
Would all o hese ad e isemen s ge he a en ion o he dis ega d om he audience?
Undeniably, he mode n end ad e ising me hods a e g adually domina ing he
ad e ising ield in his e a. A lo o ma ke e s ollow he end because he e a e a huge
numbe o audiences exposed o hese ci cums ances. Ye , some s udies a gue ha he
ou come o new end ad e ising me hods like online banne ads is unsa is ac o y
(McDaniel, Lamb, & Hai , 2012). This may be p obably due o he inco ec u iliza ion
o hese ad e ising me hods. When ad e isemen s a e no pu in a igh way and place,
audience will no de ini ely be awa e o hem. Besides ha , he e ec i eness o ads is
la gely educed mainly because o he high dis ac ion le el o o he ads (McDaniel,
Lamb, & Hai , 2012). O cou se, he e a e ways o enhance he e ec i eness o he ads.
The p emise is ha he ma ke e s should ha e a clea objec i e, a ge ed segmen , ad
message and ad e ising place (Bakshi, & Gup a, 2013). A imes, ad e ising is jus a
pa o planning o mo e signi ican ma ke ing pu poses like gene a ing sales. Mos o
he ma ke e s ha e igno ed he ac ha ca e ul planning is also impo an o
ad e ising.
In he ollowing pa ag aphs, a lo o esea ch s udies ha e shown ha billions o
money expendi u e is spen annually o me ely ad e ising. The mos inc edible ac is
ha mo e han hal o he expenses a e was ed. One main eason is ha mos o he
ma ke e s do no unde s and he na u e and he usage o hese ad me hods. In o de o
a oid he was e o money in he inco ec ad e ising ways, p esen pape will bene i
he ma ke e s o ad e ise s by inding ou he mo e e ec i e ways o u ilizing hese ad
me hods. This pape has e iewed se e al pas jou nal a icles abou i e mode n end
ad e ising me hods. Mo e in-dep h analysis and specula ion abou he e ec i e ways o
u ilizing hese ad me hods a e also discussed.
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
597
Mode n T end Ad e ising Me hods
I has been decades ha ma ke e s y o publicize and communica e hei p oduc s o
b ands o he public. The e is huge amoun o ma ke ing esea ch conduc ed jus o ind
ou he mo e e ec i e ways o ad e ising. Besides ha , mo e esea ch s udies ha e
ocused me ely on he ou come o mode n end ad e ising me hods ecen ly. S ill,
hand ul indings made any in e ences on p esen opic ques ion wi h he e idence
shown by esea ch. I is impo an o ind ou which ads wo k in ce ain si ua ions and
which ads do no . This especially helps he ma ke e s o be cau ious when in es ing in
ad e ising o eaching speci ic objec i e. Ins ead o ad e ising blindly, ma ke e s o
ad e ise s may a leas ge o know he na u e o each mode n end ad me hod om
his pape . Hence, p esen opic appea s o be no el in seeking he mo e e ec i e ads
ha can yield ce ain expec ed ou come by compa ing i e majo mode n end ads.
Re iewing he e idence shown by pas esea ch, his pape will examine and compa e
he use ulness o in e ne ads (Bakshi, & Gup a, 2013), mobile app ads (Caki , & E u,
2013), ideo ads (Yim, Yoo, Till, & Eas in, 2010), s eal h ads (Kaika i, & Kaika i,
2004) and ou doo digi al ads (Gille e, 2007).
In e ne Ads
In his cybe e a, in e ne has been used as a powe ul and i al ool o dissemina e
messages. Ad e ising ield is also no an excep ion in u ilizing he in e ne as a
communica ing and in o ma ion sea ching ool. The end o online ad e isemen was
i s s a ed 1994 by Ho Wi ed wi h i s banne ad shown in i s websi e (Bakshi, &
Gup a, 2013). The end o online ad e ising s a s o be popula ized in di e en ways
a e wa d. In pas ew yea s, ma ke e s ha e spen a huge amoun o money (and is
inc easing e e y yea ) in in e ne ads. Mille (2011) has ound ha wo ldwide in e ne
ad expenses in 2010 a e $64 billion and a e expec ed o inc ease by app oxima ely wice
in 2014 (as ci ed in Yeu, Yoon, Taylo , & Lee, 2013). Howe e , hese ad e ising
me hods’ use ulness is s ill con o e sial. One o he bigges ad e ising companies,
Google has also acknowledged he ac ha mo e han hal o he in e ne ads a e no
e en appea ed on sc een (Wene -Fligne , 2014). Meanwhile, an o dina y in e ne use is
exposed o mo e han 1700 ads mon hly, ye hal a e iewed (Rudolph, 2014). The eby,
he ac indica es ha inc easing online ad expenses a e was ed e e y yea . Ob iously,
his also means ha ma ke e s do no know he e ec i e way o doing online
ad e ising.
In ecen yea s, he e a e se e al sub ypes o in e ne ads ha a e commonly seen.
These sub ypes include sea ch engine ads, online banne ads, pop-up ads and pop-unde
ads. Sea ch engine ad appea s when use s ype speci ic keywo ds ha ma ch wi h he
i le o he ad in sea ch engine. The ads will ha e highe chance o be iewed and lowe
chance o be ha ed because use s sea ch o i . I does no compulsi ely show in he
sigh o use s. In one la es esea ch, da a e eals ha sea ch engine ads ha e g ea
impac on pa icipan s’ b and and ad ecall, and pu chase in en ion (Zene i, Bijmol ,
Lee lang, & Klappe , 2014). Also, he ad exhibi s high speci ici y o a ge ed
consume s since i only a ge s he po en ial consume s. This is because he displayed ad
messages a e in acco dance wi h he in e es o sea che s. Ano he sub ype, online
banne ad is also a widely u ilized mode n end ad e ising me hod. Ye , i s ou come is
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
598
no seen posi i ely. S a is ics by comSco e shows ha only 8 in 100 o in e ne use s
ake pa in b owsing abou 85% o online banne ads (Lipsman, 2009). Addi ionally,
ea ly esea ch has ound only 30% esponse a e in online banne ads, and la e has
ound he esponse a e o be lowe (McDaniel, Lamb, & Hai , 2012). In ac , online
banne ad is a good ad me hod. I is able o each bo h mass audience and a ge ed
audience. The nega i e ou come shown may p obably be due o he lack o
unde s anding on online banne ad usage. Some ma ke e s may simply ad e ise he
banne s in any websi es. Pu ing ood ad e isemen in gaming websi e is o ally a
was e. I is impo an o ad e ise he banne in websi e ha has same ea u es wi h he
ad con en o help a ac ing po en ial consume s mo e e ec i ely.
Unlike sea ch engine ad and online banne ad, pop-up o -unde ads appea o
audience in a mo e o cibly way. Pop-up ads mos ly appea o co e whole websi e
con en a e use ’s click-in. One ecen s udy shows abou wo hi ds o online use s
iew un ela ed pop-up ads as he mos i i a ing ad ype (Ca pen e , 2014). I is
conside ed as spam o e en i us when i is no u ilized co ec ly. Ma ke e s should i s
conside he ad con en o be highly ele an o he websi e con en (Ca pen e , 2014).
Also, he ad con en should be mo e in e es ing han websi e con en , o else use s will
immedia ely close he ad and con inue enjoy seeing he websi e con en . The ad should
also pop-up 1 minu e, a he han immedia ely, a e he click-in, as es ed by
esea che s (Ca pen e , 2014). Simila ly, pop-unde ad also appea s a e use ’s click-in
o websi e. I is, howe e , wo se because i loads on ano he new page wi hou use ’s
pe mission. Use s may ind i e y annoying because i uses up phone use ’s quo a o
loading a spam page. Some use s may only ealize i s exis ence a e closing o he
windows. The pe cei ed us wo hiness is e y low as use s may eel anxious abou he
junk ads o be he i us in asion oo.
In e ne has, indeed, become a compe i i e i ual “ eal wo ld” o ad e isemen .
Howe e , in e ne use s do no su in e ne o ge ad e ised, bu o ge in o hei own
ma e s. This also means ha mos o hem ha e p obably been exposed o nume ous
online ads and end o habi ually igno e mos o hese ads. In o de o he ads o be
e ec i e, ma ke e s should i s conside he objec i e o ad e ising (whe he publicize
o sell). Nex , hey should conside whe he pa icula sub ype o in e ne ads is wo h o
in es o and able o each hei expec ed ou come. Since nume ous s udies e eal ha
mos in e ne ad expenses ha e was ed, ma ke e s should weigh he cos and ou come
be o ehand. Sea ch engine ad and online banne ad may be mo e expensi e, ye he ad
con en s highly ma ch wi h use ’s sea ch. I helps o a ge he po en ial consume
e ec i ely. Also, online banne ad can each bo h a ge ed and mass audiences i wisely
u ilized. On he o he hand, ma ke e s can in es in pop-up ads wi h low budge s. Ye ,
he esponse a e may no be as good as sea ch engine and online banne ads. Mo eo e ,
ca e ul analyses on i s usage a e equi ed o a oid he back i ed ou come. Las ly, pop-
unde ad is s ill no ecommendable due o ha ing mo e c i icism han e ec i eness ha
may cause imbalance be ween cos and ou come.
Mobile App Ads
Sma mobile de ices eme ge o be one o he mos u ilized ools since las decade.
The usage amoun o a ious kinds o applica ions has d ama ically isen. Also, people
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
599
end o spend mo e ime on di e en apps. One Nielsen s a is ics shows ha ime spen
on apps has inc eased om 18 hou s mon hly in 2010 o 30 hou s mon hly in 2013
(Sma phones: So many apps, so much ime, 2014). Besides ha , Gup a (2013) has
ound ha 82% o mobile use is wi h apps. This shows ha mo e eyes a e ge ing on
mobile apps. An a e age use spends 10% o ime on media wi h mobile, ye ma ke e s
spend only 1% o ad e ising money on mobile (Gup a, 2013). S ill, he expenses in
mobile ads a e expec ed o con inue boos om $2.3 billion in 2012 o $11 billion
wi hin ou -yea ime (Gup a, 2013). E en Amazon, one o he bigges epu able online
shopping companies is ad e ising on apps (Jopson, 2013). Amazon maximizes he
e u n o he ad expendi u e by gi ing ou a maximum o six pe cen commission when
consume s pu chase a p oduc h ough he apps (Jopson, 2013). Mo eo e , he ads
should a ge mo e on speci ic age g oups o use s. Da a in 2013 e eals ha 18 o 44
yea -olds spend signi ican ly mo e ime and use mo e apps han 45 o 55 o abo e yea -
olds mon hly (Sma phones: So many apps, so much ime, 2014).
The e a e se e al widesp ead use o mobile app ad sub ypes, which include pop-up
ads, banne ads, and ee incen i e ads. Mobile pop-up ads a e mos ly shown when
use s click in o pa icula app page. Simila o in e ne pop-up ads, he ad con en mus
be a ac i e and highly ele an o he app. Fo example, Amazon will ad e ise
nu i ion o heal h equipmen on i ness apps (Jopson, 2013). Mo eo e , he ads a e
sugges ed o appea a he end o he use o apps. Unlike in e ne , mos o he apps a e
highly unc ional. Use s may no wan o lea e he momen o o he i ele an pu poses
i hey ha e no done hei wo k, such as playing games o checking message, wi h he
apps. In u n, he ad will be closed immedia ely i i pops up a he beginning o shows
suddenly in he middle. In app banne ads, hey a e especially use ul in c ea ing b and
awa eness. Howe e , a lo o app banne ads a e small in size. S udy indica es ha 80%
o use s do no like hem (Gup a, 2013). Since mobile sc een is no as big as compu e
sc een, app banne ad may no be eally e ec i e due o i s unclea isibili y. Also, he
in o ma ion has o be e y b ie due o i s limi ed size. I is likely o be igno ed and
o go en i he con en is oo complex. Ra he han simply ad e ising on an app banne
ad, ma ke e s can o e endu ing engagemen be ween hei b and and use s (Gup a,
2013). The b and o p oduc can be ad e ised in ee incen i e ads. In ee incen i e
ads, use s may ge ewa ds by clicking in he ads. The me hod is u ilized in a lo o
mobile app games. These game s ge ee incen i es by in e ac ing wi h he ad e ise s
o downloading ad e ise ’s apps. In addi ion, use s will con inue o use he ad e ise ’s
apps i hey a e sa is ied. I no only p omo es he b and, bu also he b and
commi men .
The g owing o mobile apps has ende ed a good, bu complex ad e ising way.
Ad e ising in mobile apps is ound o ha e an e ec o p omo e b and awa eness and
engagemen . Ye , mobile ads may no eally e ec i e all he ime. People ind ha
mobile is a mo e pe sonal place han compu e (Gup a, 2013). Also, use s may ind he
ads ha occupy isible space annoying (Gup a, 2013). In o de o he mobile app ads o
be mo e e ec i e, ma ke e s should be mind ul abou he small mobile sc een.
Ma ke e s should keep he ads simple and compelling. Mos signi ican ly, incen i es
should be used o a ac he use ’s engagemen wi h he ad e ise . Las ly, mobile app
ad’s e ec i eness is s ill ques ionable. Mos ad e ise s may ail o ecognize ha high
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
600
numbe o ad’s click-in as e ec i e as use s may click in he ads unin en ionally (Gup a,
2013).
Video Ads
Communica ing and displaying he in o ma ion o ce ain p oduc s o b ands in ideo
o m ha e also eme ged as ano he mode n end o ad e ising way. In ecen yea s, he
use o ideo as an ad e ising ool has d as ically inc eased (Hong, Tang, Hu, Li, &
Jiang, 2013). The in es men in ideo ads is g adually ising wi h billions o expenses
each yea . A la es ma ke ing s a is ics by eMa ke e has e ealed ha he expendi u es
o ideo o m ads in 2014 a e app oxima ely 6 billion dolla s wi h he ise o 1.76
billion dolla s expenses om las yea (US TV ad ma ke s ill g owing mo e han digi al
ideo, 2014). This ideo ad e ising end has gone i al mos ly by he ma ke e s. The
eason is because some media p oduc ions ha e ound i s be e ou come han in e ne
banne ads, and some imes TV ads (NewTube; online ideo and ad e ising, 2014, May
3). Fu he mo e, a lo o ma ke e s o in es o s ha e p ospec ed he g ea g owing
po en ial o in es ing in ideo ads. E en he globally amed mo ie p oduc ion, Wal
Disney, is willing o own Make S udio wi h he p ice o 500 million dolla s (NewTube;
online ideo and ad e ising, 2014, May 3). Resea ch also indica es ha Ame icans will
a e agely wa ch online ideos using an hou pe day (NewTube; online ideo and
ad e ising, 2014, May 3). Appa en ly, in es men on ideo ad appea s o be bene icial,
especially o he Ame ican in es o s, in achie ing e ec i e ad e ising.
In o de o gauge he e ec i eness o ideo ads, ma ke e s ha e hough o di e en
me ics. Howe e , he e ha e been sayings and a gumen s o e he s anda d
measu emen on he ideo ad e ec i eness. In 2006, In e ac i e Ad e ising Bu eau
(IAB) measu es he e ec i eness as when he ad s a s o show up o he use s (Maddox,
2006). Ye , his measu emen seems no use ul since use s may skip he ads.
Subsequen ly, o he ma ke e s ha e de eloped nume ous e icacious s anda d
measu emen s (Bloom, 2008), including iewing a e and b and ecall. Ce ainly, i is
di icul o ind ou i s eal e ec i eness since ideo ad is simila wi h o he o m o ads.
S ill, a b and measu emen in he ideo ads o Hewle -Packa d (HP) Company shows
11% inc ease in b and awa eness in he iewe s (Maddox, 2006). Also, he compa ison
in he pe cei ed con en no el y and belie abili y be ween TV ads and ideo ads e eals
a e y close esul in one esea ch by HP (Maddox, 2006). This implies ha online
ideo ads a e ha ing posi i e esponse a e as high as TV ads.
Os ensibly, mos o he ideo ads p oduce a o able ou come, ye me ely eleasing
ideo ads may ende useless. Pas a icles ha e e ealed ha pu ing ideo ads in ideo
s eam like You ube appea s o be e ec i e (Pashke ich, Do ai- aj, Kella , & Zigmond,
2012). Meanwhile, K ishnan and Si a aman (2013) ha e conduc ed a con empo a y
esea ch and indica ed ha he ad ha is placed in longe du a ional non-ad ideos, such
as eali y show and mo ie se ies, is mo e likely o be comple ed han in sho du a ional
non-ad ideos. These esea che s also ind ha sho e ideo ad leng h has highe
comple ion a e (K ishnan & Si a aman, 2013). In he same s udy, empi ical da a
e eals ha playing he ad in he middle, a he han he beginning o he end, o a non-
ad ideo has he highes comple ion a e (K ishnan & Si a aman, 2013). This is because
iewe s a e unlikely o lea e he un inished non-ad ideo in he hal way. Mo eo e , he
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
601
ma ke e s should inse he mos use ul and in e es ing con en in he beginning o he
ideo ad. This is o ensu e a highe comple ion a e since esea ch shows ha he
lea ing o skipping a e is he lowes in he i s qua e o he ad (K ishnan &
Si a aman, 2013).
Also, Ka z (2010) p oposes ha ad selec o is he mos likable ype o ideo ad.
Despi e he audiences need o wa ch a ideo ad, he igh o ake an ini ia i e allows
hem o eel o ha ing eedom o choose wha hey wan o wa ch om se e al ads.
Mo e signi ican ly, he impo ance o ideo ad cha ac e is ics also should no be
igno ed. A s udy poin s ou ha ideo quali y in luences he ad e ising ou come
(Moon, Jung, & Lee, 2011). Displaying a bad quali y o ideo ad will no only lowe he
comple ion a e, i will also lowe he audience’s bad pe cep ion owa ds he
unp o essional ad e ise and ad e ised company.
The majo i y o he ideo ads discussed abo e is abou in e ne usage, howe e ,
ideo ads a e only no limi ed o online usage. A sys ema ic s udy indica es ha ideo
ads displayed in s o es a e use ul o help shoppe s o emembe ad con en , inc ease
b and amilia i y and buying in en ion (Yim, Yoo, Till, & Eas in, 2010). Video ads may
also be used in o he pla o ms including ou doo digi al billboa d (will be u he
discussed), show oom and e ce e a. The s udy also demons a es he use ulness o
ideo ads in a ge ing di e en consume segmen s. Howe e , one majo p oblem o he
in es ing he ideo ad is i s high cos . I is no cheap o p oduce a good quali y o ideo
ad.
S ill, ideo ad is p obably mo e wo hy o be in es ed han o he ads, especially he
unanima ed online ads, due o i s i idness ha can be e g ab a en ion. E en one
Cable News Ne wo k (CNN) s udy shows ha he use o ideo ads ends o c ea e b and
awa eness up o h ee imes mo e han no mal online billboa d alone (La aye e, 2006).
Ne e heless, ma ke e s should be awa e ha some ideo ad ways a e inapp op ia e, o
e en ad e se owa ds he b and. Fo example, use s will associa e he ha ed o ideo
bu e ing wi h he pop up ads du ing he bu e ing pe iod. Such ideo ad e isemen s
a e no encou aged a all. On he whole, ideo ads appea o be one o he mos e ec i e
ad e ising me hods. I is especially use ul o ma ke segmen ing and mass publicizing
dependen on he pla o m used like g oce y s o e o digi al boa d. Conside a ion on
ideo ad cha ac e is ics, displaying pla o m, appea ing iming and mo e aspec s should
be aken in o accoun when in es ing in ideo ad.
S eal h Ads
S eal h ad e ising is one o he mode n end ad me hods u ilized o ma ke he
consume s h ough hei pa icipa ions, o me ely a en ion wi hou hei awa eness
(McDaniel, Lamb, & Hai , 2012). In ecen yea s, his me hod is widely adop ed by he
ma ke e s due o i s lowe budge han o he o ms o ad e ising me hods, especially
adi ional ad e isemen (Kaika i, & Kaika i, 2004). Mo eo e , s eal h ads can help o
lowe he agg essi eness o ad e ising o a oid he consume s o be awa e ha hey a e
ma ke ed. Mos people may no be conscious, ye his ype o ads is ac ually p esen in
he su ounding o ou li e. I could also be said as one o he ad ypes ha people ha e
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
602
mos ly exposed o. Howe e , li le is known abou s eal h ads because lack o ela ed
esea ch has been conduc ed.
Whe e s eal h ads can be ound? The mos common s eal h ads a e mos ly seen in
sponso s o e en s o ac i i ies. This me hod is especially use ul o amilia ize he b and
name in audience. Wi hou publicizing he b and, audience may be cu ious and wan ed
o know mo e abou he b and i he o she is a ac ed o he name o logo. This is
ad an ageous o he company because he audience akes an ac i e ole o know abou
i , which a e mo e likely han he passi e audience o become he po en ial cus ome .
Some people may s ill ind he b and in e es ing, e en i he e is nega i e news abou
he b and. Suppose a pe son i s inds he b and ma ches his o he sel -concep . The
pe son may end o emphasize mo e on posi i e in o ma ion abou i and o e look he
nega i e one. This is because he pe son is less likely o ecognize he ac ha he o she
makes a w ong judgmen . The psychological eason e eals ha people end o ind
easons o suppo hei ini ial beha io o educe cogni i e dissonance and p ese e
sel -es eem (A onson, Wilson, & Ake , 2013). Mo eo e , one impo an aspec he
ma ke e s should also pay close a en ion is he e en o ac i i y hey sponso . I he
ou come o he e en o ac i i y hey sponso is unsa is ac o y, i may in luence he
pe cep ion o pa icipan s owa ds he sponso ’s b and ame oo. People may hink ha
he e en o ac i i y is ca ied ou by he sponso s, and hus eel he poo ou come is
linked o hem. Hence, he ma ke e s should be awa e o he quali y o collabo a ion,
and especially he ou come when doing s eal h ads as a sponso ship.
Besides ha , some ma ke e s ad e ise hei b ands by holding meaning ul
communi y ac i i y, such as philan h opy, compe i ion o esea ch ha con ibu es o
socie y (Kaika i, & Kaika i, 2004). Some p esen hemsel es as majo o ganize ,
whe eas o he s p esen hemsel es as sponso s. S ill, all o hese oles will be bene i ed
om hei expendi u es anyways. Ca ying ou meaning ul social se ice no only builds
he posi i e image o he b and, bu also in o ms he public ha he company also
con ibu es o socie y a he han ea ns money. Fu he mo e, s eal h ad e ising is also
equen ly seen in mo ies, TV se ies, TV shows and ideos. S eal h ads in hese i id
pla o ms appea o be mo e use ul in p omo ing he cha ac e is ics o unc ions o
p oduc s. In mo ies, ideos and TV se ies, howe e , he audience may miss ou he ad
due o i s e y sho pe iod and non- ocus o appea ance. Thus, he ad e ise s should
c ea e an imp essi e ad o highligh he p oduc ’s use ulness. The p oblem may also
occu in TV shows, ye he ad e ised b and name is mo e likely o be ecalled since he
same b ands will be appea ed epea edly in e e y episode o TV shows. Some c i ics
say ha mo ie audiences may become ale and shield hemsel es as hey ind ou hey
a e he ma ke ed g oup (Kaika i, & Kaika i, 2004). Ye , he ale ness may no
necessa ily c ea e shield o nega i e emo ions in audience. In u n, he ale ness may
inc ease he audiences’ a en ion.
Mo eo e , game like G and The Au o (GTA) con ains a as numbe o s eal h ads.
Ad e ised logos, b and names, and e en ea u es o p oduc s in game can be
e ec i ely imp essed in playe s. One s udy e eals ha college s uden s a e able o
ecall he b ands shown in he ideo games (Yang, Roskos-Ewoldsen, Lucian, & Lau a,
2006). Nelson (2002) ound ha ideo game s can ins an ly ecall abou 30% o b ands.
Game is mo e e ec i e han any o he mediums because he playe s a e he pa o
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 6, June, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
603
game and highly pa icipa e hemsel es wi h he ad e ised p oduc s (Kaika i, &
Kaika i, 2004). Fo example, he playe s in GTA a e unwi ingly in e ac ing wi h
di e en b ands by d i ing ca s, consuming es au an s and buy clo hes in he game.
Also, he s eal h ads in games end o ha e gua an eed numbe o audiences since
game s will no only play a game once. In addi ion, he e is ano he s eal h ad ype o
in e ac i e ac i i y ha can imp ess he audiences in c ea i e ways. I is held in people’s
su ounding wi hou hei awa eness ha hey a e being ad e ised. Addi ionally, i
equi es people’s in e ac ion wi h he se up mos o he ime. Fo example, designing
he showe machine in wa e heme pa k o look like a eal dispense o any d inks
company design may imp ess he b and in people who use he machine. Ye , i may no
be e ec i e o induce pu chasing beha io since people may simply ind i in e es ing o
join.
Mos impo an ly, s eal h ads a e also e y e ec i e in eaching speci ic segmen o
audience. The people in an e en o ac i i y, such as compu e ai o ashion e en ,
may a leas ha e some simila consume beha io . The company as a sponso may
a ac his g oup o people h ough exposu e. Usually, he ole o he sponso company
is in acco dance wi h pu pose o he e en o ac i i y. Also, he game s o games like
GTA a e mos ly cons i u ed o een and young adul males. The s eal h ads, hus, a e
mos ly by b ands o male ashion shops and as - ood es au an s. In summa y, no all
s eal h ad ypes a e wo h o in es . Ma ke e s should i s cla i y hei expec ed
ou come be o e ad e ising. In es ing s eal h ads in e en s o ac i i ies is use ul o new
company o p omo e b and amilia i y. Compa a i ely, posi i e b and image is mo e
likely o be buil in meaning ul social e en s han no mal ones. Ma ke e s mus also be
mind ul abou he pe o mance o he e en s hey sponso . S eal h ads in mo ies, TV
p og ams and ideos, howe e , a e use ul o p omo e no only b and amilia i y, bu
also he p oduc ’s ea u es. One majo conside a ion is i s b ie appea ance may cause
he ads o be no e ec i e. As o s eal h ads in games, hey a e e ec i e in bo h
p omo ing b and name and p oduc because o game s’ ac i e pa icipa ions and high
epea ed engagemen a e. Findings also show ha high ele ance be ween ad and game
can gene a e posi i e a i ude (Huang & Yang, 2012). Fu he mo e, he ma ke e s
should p edic whe he he game s’ cha ac e is ics a e ma ched wi h hei a ge ed
audience. Fo s eal h ads in in e ac i e ac i i y, passe may simply enjoy pa icipa ing
he ac i i y, bu no in e es ed in he p oduc . S ill, hey a e e y e ec i e o p omo e
b and name and usage o he p oduc oo.
Ou doo Digi al Ads
In hese yea s, ou doo digi al ads a e g adually becoming signi ican o
ad e isemen s. Recen yea s, ou doo ads end o g ow con inuously mainly due o
digi al billboa ds (Gille e, 2007). Compa a i ely, i s i idness has iumphed o e
adi ional ou doo billboa d ads. Wi hin h ee-mon h ime in 2010, ou doo digi al
expense is abou 27.2 million dolla s (McCabe, 2010). Recen ly, a la ges and mos
cos ly 24 million LED pixels digi al billboa d is buil on New Yo k Times Squa e
(S eel, 2014). The i s exclusi e ad e ise is Google Company wi h a qua e million
expenses o one mon h on i (S eel, 2014). Su ely, he high expendi u e on i should be
in p opo ion wi h he ou come. S eel (2014) has add essed ha o e h ee hund ed
housand walke s may pass o see he digi al boa d daily. Howe e , McCabe (2010) also
