doktorska disertacija
Andrej Kovačič (Author), Mateja Rek (Mentor)

Abstract

V doktorski disertaciji smo raziskali razlike v odzivih potrošnikov na oglasna sporočila v zunanjem oglaševanju tiskana z lentikularno (3D) in klasično (2D) tehniko tiska. Raziskave na področju lentikularnega oglaševanja so zelo redke, zato je bilo potrebno razviti raziskovalni model za primerjalno merjenje učinkov zunanjega oglaševanja. Doktorska disertacija tako zajema teoretični del, katerega osnova je analitični pregled obstoječe akademske literature in znanosti na področju oglaševanja. V okviru preučevanja učinkov oglaševanja disertacija poglobljeno analizira teoretične modele procesiranja oglaševalskih sporočil. Temelj teoretičnega dela predstavlja izbrani procesno hierarhični model obnašanja potrošnikov. Le-ta postavlja vlogo emocij v ospredje in omogoča, da primerjamo odzive na dva vsebinsko enaka oglasa tiskana z različnima tehnikama tiska. Natančen pregled literature nam je omogočil analizo potencialno mogočih tehnik merjenja učinkov oglaševanja, ki jih razvrščamo v skupino samoevalvacijskih metod, ekonometričnih študij in avtonomnih merjenj. V teoretičnem okviru so prikazane prednosti in slabosti posameznih tehnik, ki jasno nakazujejo izgradnjo kompleksne integrirane večstopenjske metodologije merjenja tako racionalne komponente kot tudi emotivne komponente odziva na oglasna sporočila. V okviru raziskovalnih možnosti je sestavljen raziskovalni model treh med seboj neodvisno izvedenih raziskav, ki vključuje besedno samoevalvacijsko tehniko, vizualno samoevalvacijsko tehniko in avtonomno tehniko. Podlaga za merjenje so lestvica CASC, lestvica SAM, nakupna namera in merjenje pozornosti z opazovanjem. Uporabljena je bila kvantitativna statistična analiza, ki pa je obsegala tako preproste kot zelo zapletene parametrične teste, neparametrične teste in analizo zanesljivosti ocenjevalcev. Glede na to, da analiziramo odzive potrošnikov izključno na vizualne dražljaje, je bila opravljena tudi kontrolna analiza vpliva korekcije vida, ki je pokazala, da le-ta ne vpliva na ocenjevanje niti klasično tiskanih (2D) niti lentikularno tiskanih oglasov (3D). Rezultati potrjujejo zastavljene hipoteze glede boljše učinkovitosti 3D lentikularno tiskanih oglasov v primerjavi s klasično 2D tiskanimi oglasi v zunanjem oglaševanju. Raziskave odlikujejo veliki vzorci, ki so omogočili, da dokažemo statistično značilne razlike v korist učinkovitosti lentikularne tehnike tiska tudi za večino izbranih demografskih podskupin. V analizi smo uspeli primerjati tudi posamezne segmente glede na spol in starostne skupine med seboj. Rezultati pridobljeni v raziskovalnem modelu nedvomno govorijo v prid večji učinkovitosti oglasov tiskanih z lentikularno tehniko, zato sklepno poglavje zaključujemo z etičnimi pomisleki vpeljave nove tehnologije tiska.

Keywords

lentikularni tisk;učinkovitost;komunikacija;oglaševanje;spol;starost;

Data

Language: Slovenian
Year of publishing:
Typology: 2.08 - Doctoral Dissertation
Organization: FUDŠ - School of advanced social studies
Publisher: [A. Kovačič]
UDC: 659.1:005.336.1(043.2)
COBISS: 1024605505 Link will open in a new window
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Downloads: 1
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Other data

Secondary language: English
Secondary abstract: The principal aim of this doctoral thesis titled Consumer Responses to Outdoor Advertising – Case Study Lenticular Ads was to analyse and compare the differences in the consumer responses to outdoor ads printed in two different techniques (3D lenticular and standard 2D). Research in this field is scarce and therefore a new research model had to be constructed and justified with the current academic literature on the basis of a selected Rational and Emotional Hierarchy-of-Processing Model. Placing the role of emotions in the forefront allowed us to compare the reactions to two ads printed in different techniques (same rational content). The thesis includes the description and the evaluation of different methods for measuring advertising effects that can be divided in three groups: self report measures, econometric studies and autonomic measurements. The disadvantages and advantages of each of them clearly indicated that a single measurement is not sufficient and therefore when analyzing rational and emotional effects in advertising an integrated methodology consisting is needed. In this theoretical framework a research methodology consisting of three independent researches, which include verbal self-report, visual self-report and autonomic measures, was constructed. The measures were based on CASC scale, SAM scale, purchase intention and the method of observation without researcher’s interference. We used quantitative statistical analyses with parametric as well as nonparametric tests. We also used the calculation of the inter-coder reliability to improve the reliability of the data based on observation. Considering the importance of visual stimuli we have also analyzed eye-correction as a controlled variable. The analysis of this controlling variable showed that there are no differences in the averages of evaluations between consumers that use eye-correction (glasses or contact lenses ) or not. The overall results indicate that in comparison to 2D ads, 3D lenticularly printed ads score higher in all four categories. In addition the gathered data carried out on large samples enabled us to analyze and prove significant differences between the two printing techniques in favor of lenticular for different consumer segments. We have also been able to compare these different gender and age based segments. Finally, as better efficiency of this new technology is proven the potential massive implementation of lenticular (3D) printing opens many ethical questions that conclude this research project.
Secondary keywords: lenticular print;effective communication;advertising;gender;age;
Type (COBISS): Doctoral dissertation
Thesis comment: Fak. za upor. družb. študije v Novi Gorici
Pages: 139 str., 70 str. pril.
ID: 13184910