Are some clicks more equal than others? A new study from Bauer Advertising seeks to understand online consumer behaviour.
E-ceptivity specifically explores how our motive for going online determines our mood, our online behaviour and ultimately our receptivity to online advertising. Understanding attitudinal targeting in this way is crucial to effective media placement and advertising. The research also probes into the direct response and branding potentials of online advertising.
Provide insight and build awareness.
The research determined 6 clear need states or motives for going online (specific search, in-depth search, entertainment, transaction, community and communication). Ad-effectiveness was measured on awareness, recall, engagement and action for each need state in order to find how our mood, behaviour and receptivity to ads differ by these need states.
Bespoke research opportunities are available.
Further details including the full presentation and a series of videos which bring to life the mood, online behaviour and advertising receptivity typical of each of the need states are avaiable on the website - www.baueradvertising.co.uk
The presentation details how frame of mind and online behaviour affects our receptivity to different advertising messages.
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