Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The effective use of augmented reality in advertising communications
Dissertation (MBA)--University of Pretoria, 2013.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2014
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613487576907776 |
|---|---|
| access_status_str | Open Access |
| author2 | Corder, Clive |
| author_browse | Corder, Clive |
| author_facet | Corder, Clive |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2013. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/40654 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:56.065Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/40654 The effective use of augmented reality in advertising communications Corder, Clive ichelp@gibs.co.za Jensen, Garnet UCTD Human-computer interaction -- Marketing Advertising copy Virtual reality Dissertation (MBA)--University of Pretoria, 2013. Augmented Reality is a relatively new advertising medium, which up until now has only seen limited commercial success. The applications and value thereof, as an effective marketing communications tool has not been understood or quantified in the context of an industry which is currently going through profound changes. To this end, this research attempts to answer some of the critical questions facing practitioners and academics within this field. Using audience engagement as a measure of efficacy, independent test groups were subject to various types of Augmented Reality as well as more traditional, media advertisements. Through the experiments, the impacts of contextual relevance, media integration and message style on Augmented Reality advertising, were tested. The findings strongly support contextual relevance as a key characteristic for a successful Augmented Reality advertising implementation. In addition, it was found that this medium also had a significant impact on the audience’s visual and emotive levels of engagement with the subject matter. It was also found through the testing and analysis that the most receptive population group for Augmented Reality advertising are young female Millennials. lmgibs2014 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2014-07-08T11:18:42Z 2014-07-08T11:18:42Z 2014-04-30 2013 Mini Dissertation Jensen, G 2013, The effective use of augmented reality in advertising communications, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40654> http://hdl.handle.net/2263/40654 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Human-computer interaction -- Marketing Advertising copy Virtual reality The effective use of augmented reality in advertising communications |
| title | The effective use of augmented reality in advertising communications |
| title_full | The effective use of augmented reality in advertising communications |
| title_fullStr | The effective use of augmented reality in advertising communications |
| title_full_unstemmed | The effective use of augmented reality in advertising communications |
| title_short | The effective use of augmented reality in advertising communications |
| title_sort | effective use of augmented reality in advertising communications |
| topic | UCTD Human-computer interaction -- Marketing Advertising copy Virtual reality |
| url | http://hdl.handle.net/2263/40654 |