Data augmentation by predicting spending pleasure using commercially available external data

Abstract

Type-ins are interactive online ads in which the user must enter some information, such as a brand message, into a text box in order to access additional content or submit information via a form on a website. We compared type-in ads to more traditional static ads in two places on a website: as an interstitial, in which users must view the ad to get to the next page of content, and as a form ad, in which users must view an ad to submit an online form. There was a significant increase in brand and message recall for type-ins compared to static ads for both interstitials and form ads. Furthermore, type-ins did not impact user experience positively or negatively in either case. Both interstitial and form ads, whether type-in or static, had better brand and message recall when the ad and site content were consistent (i.e., an entertainment ad on an entertainment site) than when the ad was inconsistent (i.e., a travel ad on an entertainment site). The increased recall for brand and message produced with type-in ads indicates that type-ins can play an important role in the broader goals of brand building within IMC. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Integrated Marketing Communications is the property of Racom Communications and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)