Advertising business model strategy to increase consumers' brand recognition

: an exploratory study testing the benefits of a quiz structure, applying incentives and targeting ads

Abstract

Advertising has now cheap methods to promote products which are leading to market saturation. Nowadays, society has tools to ignore or avoid advertising, giving consumers the ability to block ads from the internet, and fast-forwarding commercials in TV. The main goal for this project was to create a business model strategy to increase consumers’ attention and consequently, brand recognition. This model was constructed to test the benefits of strategies such the implementation of a quiz structure, incentives and targeting ads, according to gender, age and occupation This research has a descriptive nature and follows and presents an exploratory study, using quantitative instruments to collect data. These instruments consisted in a quiz simulator, associated to a questionnaire, showing commercial videos, in order to test users’ attention, along with a survey, grounded in the Theory of Planned Behavior, to assess participants’ opinion. After one month, another questionnaire tested participants’ memory, with the goal of assessing consumers’ brand recognition. Results evaluated participants’ performances, influenced by each strategy, individually and combined. From participants’ performances, this research concluded that a quiz structure helps users focus on the ad and improves their brand recognition. Furthermore, incentives and targeted ads have different influence over each demographic variable and behave different when combined with each other. From feedback, participants demonstrated a positive attitude towards the business model and highlighted that this model would be more easily accepted, implementing it in smartphones and using a reward system along with targeted ads.

Date of Award	28 Nov 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)