Background: The objective of this study is to determine the difference in customer attitudes towards CGI advertisements pictured in real-life scenes and traditional digital advertising. Furthermore, this study aims to discover how customer attitudes towards CGI advertisements pictured in real-life scenes influence brand experience. Method: The study developed 6 hypotheses examining customer attitudes towards advertisements. These hypotheses focused on 5 factors: credibility, irritation, entertainment, creativity, and informativeness. How customers perceive these factors and their attitudes towards CGI advertisements pictured in real-life scenes compared to traditional digital advertisements were examined. One of the hypotheses further addressed the question of whether attitudes towards CGI advertisements pictured in real-life scenes influence customers' brand experience. A questionnaire was used to test the hypotheses and answered by 139 respondents. Findings: The result of the study showed that customers perceive the factors of credibility andinformativeness more positively in traditional digital advertisements. In contrast, factors such as creativity, entertainment, and lack of irritation were evaluated more favorably for CGI advertisements pictured in real-life scenes. The study also discovered that positive attitudes toward CGI advertisements pictured in real-life scenes lead to more positive brand experiences. Conclusion: Age groups between 18 and 55 prefer advertising that is entertaining, creative, and innovative. CGI advertising in real scenes should not stand on its own but rather serve to capture the attention of the customer. This can help companies to become more visible and engage the target audience, which can then lead to a positive brand experience. This is due to its attractiveness and perception as an engaging, attention-grabbing, and more brand-recalling advertisement compared to traditional digital advertising. However, it is important to note that CGI advertising should not serve as themainsource of information about a product or service, but rather as a tool to grab attention.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-226558 |
| Date | January 2024 |
| Creators | Hadrava, Jan, Adámková, Kristýna |
| Publisher | Umeå universitet, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.002 seconds