Waleed Ahmed.

Factors affect consumer response towards digital advertising

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Factors affect consumer response towards digital advertising

Introduction

“Of course, advertising’s use of imagery and music makes it a richer device of communication than language alone. Indeed, part of advertising’s uniqueness as a discourse form derives from its capacity to combine language with music, pictures and substance or medium” (Cook, 2001, pp.231) cited by (Hackley 2005). As well as, E-communications strategy is an essential component of Internet Advertising because of the important role of advertising to inform and persuade customers (Goldsmith & Lafferty 2002). Because people at the moment are searching for product, brand, companies, and etc. related pictures (Solis 2011). Furthermore, due to the less physical social interaction in our lives, people are spending more time in technology and gadgets, which is the reason digital advertising is playing a dominant role. The big ruling organizations will continue to find and modify old theories about consumer behavior that will help them engage the consumer more efficiently on the digital environment. According to a previous research it is mentioned that “Advertisement creates likeness toward brands among consumers and influences buying behavior” (Goldsmith & Lafferty, 2002) cited by (Rehman et al. 2014). People show their interest toward certain subjects because of the development of stimulus (Sissors Jack Z. and Barron Roger B. 2010). Promoting positive feelings through the use of humor, music, and dramatic effects is the essence of advertising. (Face & Korzenny 2010). Because creating an ad is a long, detailed, collaborative and a very creative procedure and where its main target is to hit the consumer stimulus with a positive response towards the brand. In contrast, the actual Advertising design, logo, packaging and the more recent addition web page design is considered one of the most important component of visual marketing to have an effective visual communication (Michael & Rik 1937). Similarly, Not only just visual phenomenon but color has also a very intriguing and emotional role that is linked to cultural dimensions, and it can either enhance or occlude the communication efforts (Adams & Terry 2006). According to psychologists the impression of colors can account for the acceptance and rejection of the product or service by 60%. It is true that color plays a vital role in every aspects of the design phase and act as a psychological response on the viewer/consumer and if it is not planned accordingly, it can turn successful campaigns in a disaster. Internet Advertising is credited more beneficial and effective over the traditional advertising media. (Green 2014). Because of the customizable features that are now available like, precise consumer targeting, global reach, track able campaigns and the involvement of multimedia. Therefore, a numerous number of digital advertisers are designing several versions of online banner ads, and playing with elements like color, font, image and message to come up with the best working strategy to get more clicks (Wang et al. 2013). Banner ads have transformed the concept of digital advertising and is still evolving and shaping in different sizes. After Analyzing all above points, this present study will focus the importance on the elements of multimedia that affects psychologically on a consumer’s stimulus on taking a decision in the digital advertising environment.

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The relative importance of multimedia to the users of digital advertising and social media The emotional impact of music According to Sloboda (2001), That music is purely associated to symbols and signs and it has no natural relation to emotion. However, In contrast Judi (1991) states that through music impacts on the feelings, emotions and mood, and it also intensifies the recall of the product or ad using elicited images. In a research (Binet et al. 2013) mentioned that John Lewis (a department store chain in United Kingdom) is famous for running extremely emotional TV advertisements, one example is “The Journey” in which music played a major role. Notably, It can be understood that music do effect on the human emotions and feeling and plays a central role in the decision making process. Therefore it is important to investigate the music from a consumer behavior perspective that how emotions and mood evokes a consumer to create engagement or make any buying decisions. Similarly, According to Sloboda (2001) he found that there is a massive evidence about listeners attributing specific emotions to certain type of music, but he found difficult to find convincing evidence about it. However, In contrast; several researchers have presented their views about tempo and its effect on emotions over the past few years and came to the conclusion that fast music has different emotional effects than slow music, fast music is perceived as a symbol of happiness or pleasant than slow music. Whereas music with a slow tempo or pace tend to elicit feeling of calm, or sentimental. (Gorden & II 2014). However, the elicit positive and negative emotions created in the ad will make sovereign contributions towards the mentation of ad reactions. In Contrast, All advertisements are of different nature and themes, and not every music is going to fit and work perfectly to deliver proper communication, and this has been accepted by the industry professionals as well as the academic researchers. (Binet et al. 2013). Likewise, in an another research a test for two ads was conducted in the U.K. for a car launch, both the ads were identical but the music were different in both, one ad used the well-known song Anything you can do and the other was a less renowned one called Alternative. As a outcome the responses to the ad with the song that was less renowned produced much favorable results than the version that was successful Brown & Point, (2008). Later, the results were broken down in several questions and they were;

(Brown & Point 2008)

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However it is now proven that music do have a contribution in the advertising industry and have a vital role of capturing attention towards ads, apart from just gaining attention. In the same way, Allan describes that once the consumer attention is taken in an advertisement, then memory is the next important step in the sequential causal chain (Allan, 2006 cited by Thorson et al, 1992). Therefore (April 2003) defines, to achieve it, music in advertisement work with several different objectives and combinations like, to gain attention or create mood, making the brand or the ad unforgettable, or enjoyable, it can also be used to give energy and pace in the ad. However, Young (2014) states that Advertisers should balance engagement with the conversion of brand into memories and because consumer choose by memory not by experience. To further explain this, Brown & Point, (2008) conducted a study asking the consumers about their memories with the association of Cornetto ice cream, and 25% of respondents said its music came first in their minds. He further me ntioned about a deodorant ad that was featured for a song, and the song was a remembering from the ad. Lastly Gorn (1982) suggest that incidental influences such as the use of background score in the commercials can become associated with the brand/product in the memory, and later consumer can be persuaded on the product choice by classical conditioning.

“Brilliant copy and art will never make a weak selling strategy succeed. But… once there is a sound selling strategy, then good copy and art will multiply and its effectiveness”

(Arthur Tatham cited by Sissors Jack Z. and Barron Roger B, 2010)

Communication through colors

Xu & Oh (2003) states that multimedia content incline to be more attractive and it can impact on the involvement of the senses at the same time. Furthermore, he added that the elements of multimedia such as color and graphics does significantly affect the decisions for information processing in advertising. the images that are created by the creative industry either in advertising, sitcom, soaps or news reports, can have a deep impact on the people’s attitude, belief and behavior, and they are far from the reality as the way we perceive it, and that is what we have recently began to uncover. SHRUM (2004). Moreover, significant effects of intensifying information through color and graphics were also found in research that lead to a favorable evaluation of the advertising. In contrast, Another medium of visual communication is using of symbols and signs, (Berry, 1980 cited by Mohr et al. 2006). Furthermore, (Hanson, 1987 cited by Mohr et al. 2006) that 75% of information that we perceive in our daily life through our senses is all visual. Thus, According to Scott & Batra (2003) all emotional, semantic, action-oriented and strategic information is stored in our visual memory. Moreover they mentioned that the construction of the visual sketch, coding of information and the selection of it, is a interactive process and thus the interpretation of complex visual stimuli, that is the visual advertisement may depend and vary from individual person to person. As revealed, the elements of Multimedia is playing a significant role in the modern digital advertising to persuade consumers to somehow get attention through any technique and to get the brand locked in their minds, and they can easily be able to recall it, by the help of music, colors and photographs. “More than just a visual phenomenon, Color has emotional and cultural dimensions that can enhance or

impede communication efforts” (Adams & Terry 2006, pp. 35)

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(Schroeder 2005) describes that brands are intrinsically visual, that is based upon logos, packaging design, product design, brand identity and brand marketing campaigns. The brands visual identity is usually explicit through a logo, which is fairly a balanced component in communication of the brand (Pas & Laar 2002). Thus, it is important for brand managers to keep on working on visual identities based on modern trends. Hence, consumer decisions on making the right choice is very much dependent on the style of a packaging or a particular logo. (Pas & Laar 2002). Additionally, Color contributes a major role in logo designing in creating a well-defined, recognizable identity. (Romaniuk et al. 2014). Furthermore, According to a study of Worldwide & Report (2010), 43% of consumers give more attention to the overall design, color, and feel of the product (Worldwide & Report 2010). The association of color not just with the logos, but brands as well shows that it is one of the most significant mediums that is used in a very aesthetic and in an extremely clever manner to evoke the consumer’s attention. (Wassily Kandinsky, 1997 cited by Gabrielsen et al. 2000) states that color also engender feelings in their own right. Furthermore color can also give rise to certain emotions because of the inherent qualities of Some colors can have. (Wells et al., 1992, Crowley, 1993 cited by Gabrielsen et al. 2000). Likewise, In a recent study it is discovered that less men have a favorite color than women, further when asked about the preference between bright and soft colors, women choose to select soft colors while men tend to pick the bright ones Adams & Terry (2006). However, the three technical components of color that is hue or tint, Value/lightness/brightness, and saturation or chroma has an effect on idiosyncratic. Furthermore, Adams & Terry (2006) demonstrates that age is a very crucial factor associated to color interpretation, children and elderly have a chemical attraction to bright and intense colors. In addition, Gabrielsen et al. (2000) describes color to be one various modes of visualizations, that is communicated through forms, curvature, shapes, symbols, and repetition effects which may impact the sensory and emotional impression of the encoder. Furthermore, for a company, or a category of a product, colors serves as a conveyance of identity. However, In contrast Michael & Rik (1937, pp. 282) mentioned that because of different life experiences and living in different cultures people can generate different meanings. Likewise, colors are used based on the cultural traditions and conventions, colors a are noticed context receiver and plays a strong role for the cerebration in the mind about the subject. (Hansen 2000). As the above discussion signifies the importance of color and how it effects on our behavior, and emotions all the time, and subconsciously want us to make a decision about a certain product or brand, therefore after analyzing the above points, it is equally important to decode the emotional responses that are communicated through each of the individual colors. Adams & Terry (2006) mentioned that according psychologists the impact of color can account for the acceptance or rejection of the color service or of a product. Likewise, adding too many colors or too much information on the packaging may petrify the perception of the consumer and stop them from using it because of a visual chaos on the packaging. However, for semiotic and artistic reasons designers deliberately change and manipulate color perception (Adams & Terry 2006, pp.64), Van Gogh (a famous painter) thoughtfully captured mood and emotions using colors except creating realistic reproductions. It is now clear to visualize that the impact of color on each individual is just to persuade us and getting our attention and convert our attention. However, (Hansen 2000) mentioned that color are used according to conventions, likewise (Eiseman, 2000 cited by Noiwan & Norcio 2006) elaborates that learned reactions to colors are a determinant factor from cultural backgrounds. Similarly, characteristics like emotiveness, reflection, remembrance are recognized using red and blue hues, and importantly they are not classified as colors (Adams & Terry 2006, pp.70). On the contrary, (NAz & Epps 2004) mentioned that there are negative

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emotions associated for all colors, but blue can be read as a symbol of sadness and depression, whereas the antagonistic aspects for red color can be perceived as evil, bloody, or satanist. (Lichtlé 2007) states the hypothesis that a single person may l ikely to go thorough from more pleasure while watching an ad which has physiologically stimulating possessive, saturated and bright colors. By now we have analyzed the importance of how color impacts of on the consumer decision making and work as a main in terest to get attention towards the ad. To support all the above points (NAz & Epps 2004) conducted a research based on emotional responses and attitudes towards color on the digital interface, which was based on 98 volunteers from which 44 were men and 58 women, at public institution in southwest and their demographics were 18-25 with an average age of 21, and it is important to include that none of them had any color deficiency as tested Ishiara color deficiency test (1993). Ten fully saturated colors were chosen from the Munsell color system that included red, yellow, green, blue, purple, yellow-red, green-blue, purple-blue, and red-blue which were all prepared on the digital interfaces on a software called freehand. All the participants were tested individually and each of them were shown all the color samples on the computer screen on a neutral gray background and then asked to associate their experience based on emotional response, feeling, and why did you feel this way, Moreover the data for this result was collected through a software program called statistical package for social sciences (SPSS). Overall 64% of participants express positive responses to colors, where as 34.2% were negative and 3.6% expressed no emotion. Color green achieved the highest number of positive responses of 95.9% followed by yellow 93.9%, whereas the second highest was taken by blue 79.6% followed by purple and red 64.3%, In brief, the responses for all the participants that were emotionally associated with the principle hues were positive 79.6% comparing with intermediary hues 64.5% and with achromatic hues 29.2%. This above research by (NAz & Epps 2004) helped us visualize the importance of colors that affect us emotionally, based on how cleverly and creatively they are used, we then make purchase decisions, Impact of banner animation and different ad formats An animated graphic is an illusion of images changing so rapidly that it looks like a sequence of a continues pictures defined by (Baecker and small, 1990 cited by Noiwan & Norcio 2006). (Wang et al. 2013) Banner ads are essentially used to gain web communication, watching banner ads has been associated to increase brand awareness, brand preference and purchase intentions within consumers. Whereas, (Cho 2003) defines that internet interactivity can be defined in many different ways, and several different consumer activities on internet can be classified as interactions on internet (for ex. Searching, giving feedback, clicking). Equally (Rettie et al. 2004, cited by Bany & Mohammed 2012) that the size of an advertisement has a positive effect in the increase of click through rate , In particular, these factors that are considered very important to the marketers and to testify that their advertisements have an impact to the target audience (Palanisamy 2004, cited by Manchanda et al. 2014). Because of the increasing popularity in digital advertising in the form of banners, that is square, vertical and rectangle and each of them respond differently based on to their targeting preferences as well as how it is designed importantly. In contrast, (Cho 2003) explained that based on the hierarchy of effects model consumers end up having either a voluntary response or an involuntary response toward the ad. The involuntary response is when consumers have choices either to click or skip the ad, and if they click the banner and visit the product/service website they give a voluntary activity on that ad. On the contrary based on the selective attention and elaboration likelihood model (ELM), different cognitive abilities and resources are needed for different information types (Hsieh and chen 2011, cited by Barreto 2013). In the same way, (Young

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2014) describes this low versus high involvement processing as two systems, one is fast and the other is slow. The system one (fast) to which he called is our default mode and it uses images, words, feelings and actions, ideas and memories to create connections in memory, whereas the system two (slow) which depends on more logical thinking, look for new information for better decision making ability, and is more energy exquisite. It can be related from our previous experiences that for certain ads (S. Rodgers and Thorson 2000, cited by Faber 2004) recognized five types of ad formats on the online world of advertising, and those were banners, interstitials and pop-ups, hypertext links, sponsorship and websites. Banners have become the most rife advertising format in the digital advertising business right after the first simulation of commercial banners on hotwired.com in 1994 (Cho 2003).The standard space of a Banner ad. is usually 480x60 pixels, which is a combination of graphics and textual information that which is hyperlinked to the product/advertisers website. (Manchanda et al. 2014). (Ellsowrth and Ellsworth, 1995 cied by Yoo et al. 2004) mentioned that, one of the unique features of banner advertising is animation that simplify and enhance the persuasiveness of messages. Moreover (Noiwan & Norcio 2006) also agreed that an animated is more effective and persuasive rather a static ad to increase click through rate. However, (Wells, Burnett, and Moriarty, 2000, p. 277 cited by Hershberger et al. 2003) that banner ads have transformed outstandingly through new technologies such as plugins called java, and streaming media. (Fortin et al. 2003) added that animation is used comprehensively by advertisers, because the use of animation always appeared advantageous in improving the click through rate. Conversely, Kuisma et al. (2010) designed an experiment to measure attention on banner ads and sky scrapper ads, and their effects on the memory while reading text in these four conditions, 1) When both ads were static, 2) When both ads were animated, 3) The banner was static but the sky scrapper was animated, 4) The sky scrapper static but the banner animated. The abnormal data for this experiment was gathered by eye tracking in a laboratory environment to accomplish best control over the research condition. However, in result, there were no significant effect on attention was found through animation, although there is a strong interaction between animated sky scrapers ads that increase attention, on the contrary animated banners decrease attention.

(Kuisma et al. 2010)

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Additionally in another test for recognition memory, in which individual ads were shown to all of the participants separately which all together contained 32 ads, half taken from the first test and the rest were new for them, equally they were all presented with those four experimental conditions as discussed in the previous test for attention, and after each ad participants signaled if they had seen the ad using a corresponding box on the screen. Interestingly, the results for memory effects on animation were near opposite of the attention effects, and over static banners, animated banners were remembered more whereas it had no effect on the recognition of sky scrapers. Banner size and formats All advertisements are not the same, which is why their size, format, design and content dissent in these characteristics (manchanda et al. 2002 cited by Bany & Mohammed 2012). Likewise (Rettie et al. 2004 cited by Bany & Mohammed 2012) found that the size of advertising contributes positively in increasing the click through rates. Moreover (Baltas, 2003 cited by Bany & Mohammed 2012) explained about the users of internet advertising, that bigger ads are better and more powerful in capturing attention and are more expected to get responded. According to my personal experience with the different formats of digital advertising, I am more likely to respond and get attentive because of the large display of the ads, and as previously mentioned because of the other multimedia factors that are involved, and if it is relevant to my interest, I will more likely to explore and learn more about the product or service. In Particular, (Baron et al. 2014) mentioned that, these high impact ads are equipped with great engaging features and are best known for driving consumer response rates higher than the standard display format. He further categorized that high impact ads consist of three groups, 1) . Full screen interactive, which is represented by screenshift and can take over the entire web page. 2). Large canvas display units, which is represented by the six Interactive Advertising Bureau (IAB) rising star, with formats included billboard, filmstrip, portrait and etc. with synergistic functionality and prominent pixel size. 3). Skins or wrap formats, that remain on the page while scrolling as a static unit. Other researchers have measured the effect of high impact ads on brand recall by organizing a test where participants were asked to key out a brand correctly, which they remembered watching advertised in a test environment, however it is obvious that larger ads will take more space on a cluttered web page and which may leave a branded impression.

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(Baron et al. 2014) As per the results, the full screen interactive format produce 124% higher unaided brand recall which occupied the most than the standard display. Because of their continuity on the page, skin units also deliver highest level of unaided brand recall of 82%. In the last, Most likely because of the fact that canvas display format is similar in size with the standard display, which is the reason sidekick was the only ad format that failed to show any increase in the unaided brand recall. Indeed, the following results confirm that high impact ad formats do perform well than the standard display because of their large sizes and different formats that help to create brand awareness. Conclusion As we have reached to the conclusion of our research, in which we have covered the multimedia factors that influence consumer in getting attention towards the ad. Throughout the research we primarily focused on music, color, banner animation and the impact of its different sizes and formats on consumer attention and brand recalling. Our aims for music is to briefly look it from an emotional perspectives and how it can create an impact on memory and recall old experiences through different types of music which is explained in clear picture by showing an experiment between two songs. Likewise as emphasized in above study that the role of multimedia playing a significant contribution in the digital advertising industry and certain elements that are associated with multimedia for example color, which plays a clever role to get attention and make us curious to take action, further more for animation and ad sizes we have looked on a study on how consumers reacted on two different types of animated and static banners based on certain conditions, as well how different the ad sizes can influence the consumer in recalling the brand through analyzing different types of high impact ads.

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In contrast, the weaknesses for this research is that not all aspects of multimedia were covered, like effects of Videography, Digital imaging, 2d/3d Animation and typography. As (Morning & Prize 2014) States the importance of these elements, cognitive activity is promoted through images, language, shapes, colors, and art which is focused on the intuitive perception and is integral part of brand creativity. Furthermore, (Dobrian et al. 2011) Understanding of how video quality affect consumer engagement is crucially important. Lastly, (Adams & Terry 2006, pp.64) mentioned that color perceptions may be altered deliberately by designers for artistic and semiotic reasons. The highlighted points raise the importance of multimedia as it is an integral part in between the communication process, and the components of multimedia do affect the consumer cognitively or affectively based on how it is created. Thus, it would be important to cover the remaining components as mentioned above for further research.

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