EMOCIONALNI KONTEKST I EFEKTIVNOST TELEVIZIJSKOG REKLAMIRANJA

  • Slavko Alčaković Poslovni fakultet, Fakultet za fizičku kulturu i menadžment u sportu, Univerzitet Singidunum u Beogradu
  • Ana Orlić Fakultet sporta i fizičkog vaspitanja, Laboratorija za eksperimentalnu psihologiju, Filozofski fakultet, Univerzitet u Beogradu
  • Veljko Đurić Fakultet za pravne i poslovne studije dr Lazar Vrkatić, Union Univerzitet u Novom Sadu
Ključne reči: emocionalni kontekst, Aad, efektivnost, medijsko planiranje

Apstrakt

Uticaj emocionalnog konteksta na efektivnost TV reklama ispitivan je izlaganjem emocionalno pozitivnih ili emocionalno negativnih sadržaja pre gledanja TV reklama. Korišćena su četiri indikatora za merenje efektivnosti TV reklama: sećanje na reklamu, dopadljivost reklame (Aad), dopadljivost brenda (Aab) i namera kupovine (PI). Rezultati Eksperimenta 1 su otkrili da su učesnici koji su bili izloženi pozitivnom emocionalnom kontekstu imali pozitivniji Aad, Ab i viši PI, kada se uporede sa onima koji su bili izloženi negativnom emocionalnom kontekstu. Eksperiment 2 je pokazao da je prethodno izlaganje pozitivnom emocionalnom kontekstu povezano sa pozitivnijom Aab i višom PI, dok prethodna izloženost negativnom emocionalnom kontekstu dovodi do negativnije Aad. U oba eksperimenta nije bilo indikacija o uticaju emocionalnog konteksta na pamćenje reklame. Ipak, nalazi u okviru Eksperimenta 2 ukazuju na to da i pozitivni i negativni emocionalni kontekst pozitivno utiču na prepoznavanje oglasa, u poređenju sa emocionalno neutralnom situacijom. Kao zaključak, naši rezultati ukazuju na važnost emocionalnog konteksta u kojem se TV reklama pokazuje širokoj publici, što se u dosadašnjoj praksi medijskog planiranja u priličnoj meri zanemaruje.

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