Junpeng Chang

Abstract

In today's digital publishing industry, personalization represents a trend, which has enabled the generation of one-to-one marketing communication via various media environments. Previous studies have shown how personalization works on different media types, such as web, email, and print. However, with the rapid development of tablets, the effectiveness of advertising personalization embedded in tablet magazines is unknown.

Using an experimental design, this study investigated the impact of advertising personalization on advertising recall and recognition, as well as the effectiveness among three different levels of advertising personalization: (1) Name and Product personalization (2) Product Only personalization (3) Name Only personalization. A digital magazine was designed with three personalized advertisements and three non-personalized advertisements; the participants were asked to fill out a post-test in the form of a questionnaire to measure their brand recall and recognition.

According to the data analysis of survey results, this study revealed that personalized advertisements led to higher brand recall and recognition than non-personalized advertisements. However, the differences among the three levels of personalized advertisements were not statistically significant.

Library of Congress Subject Headings

Target marketing--Research; Internet advertising--Research; Consumer behavior--Research; Advertising--Brand name products; Electronic publishing--Public opinion; Tablet computers--Mobile apps--Public opinion

Publication Date

5-2014

Document Type

Thesis

Student Type

Graduate

Department, Program, or Center

School of Media Sciences (CIAS)

Advisor

Barbara Birkett

Advisor/Committee Member

Patricia Sorce

Comments

Physical copy available from RIT's Wallace Library at HF5415.127 .C42 2014

Campus

RIT – Main Campus

Plan Codes

PRNTMED-MS

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