Master's thesis presentation

1. Shifting advertising strategies and designs Consequences for brand perception Perez-Diaz Michaël

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8. Research purpose 8

9. The theoretical research 9

10. Contradictory results emerge as to the impact of provocative stimuli in advertising on Aad 10

11. The impact of provocative stimuli in advertising on Abr seems more straightforward 11

12. Contradictory results emerge as to the impact of provocative stimuli in advertising on PI 12

13. The empirical research 13

14. Experimental design 14

15. First step 15

16. Second step 16

17. Methodology 17 Brand-tests Blind-tests Provocative ads More traditional ads More traditional ads More traditional ads Blind-test Blind-test Provocative ads Provocative ads Brand-test Brand-test 3 ANOVA 3 ANOVA 3 ANOVA 3 ANOVA Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores 3 ANOVA 3 ANOVA 3 ANOVA 3 ANOVA Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores 3ANOVA 3 ANOVA 3ANOVA 3 ANOVA Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Dependent variables : Aad, Abr, and PI scores Independent variables : sample (2), gender (2), and product involvement (2) Independent variables : sample (2), gender (2), and product involvement (2) Independent variables : sample (2), gender (2), and product involvement (2) Independent variables : sample (2), gender (2), and product involvement (2)

18. Results 3 ANOVA 3 ANOVA 3 ANOVA 3ANOVA 3 ANOVA 18

19. Conclusions More traditional advertising strategies associated with higher Aad/Abr scores Positive impact of brand names on the Aad/Abr scores 19 <

20. Thank you for your attention !