The Effectiveness of Infotainment Advertising: Consumer Attitudes Across TV and Print Media | Chapter 8 | New Advances in Business, Management and Economics Vol. 9

 

An Infotainment advertisement is a type of TV advertisement that begins with providing knowledge to the audience, and the sponsor’s name is shown only at the end of the advertisement. The aim of this study is to examine the effectiveness of infotainment advertising compared to traditional product-focused advertising across different media formats (television and print), and to explore the role of self-referencing in shaping consumer attitudes and purchase intentions toward advertised products. The self-referencing perspective, which considers the extent to which consumers relate ad content to personal memories and experiences, offers useful insights into how Infotainment advertisement influences consumers’ attitudes. Self-referencing is a reason that infotainment may have more positive attitudes toward the advertisement and thus the product.

 

This study is based on 2x2x2 experiments, 2 products (facial masks vs card debt consolidation loans), 2 media (TV vs print), and 2 types of advertisements (i.e., Infotainment ad vs self-product-focused ad). For this experiment, undergraduate students enrolled in Principles of Marketing courses at City University of Hong Kong and Chu Hai College of Higher Education, who had no prior exposure to infotainment advertising concepts, were selected as participants. The participants were randomly assigned to one of the eight experimental conditions and exposed to a single advertisement corresponding to their assigned group. Responses of the participants were measured using a 7-point Likert scale.

 

The results suggest that the Infotainment TV ads do have positive effects on the audience’s attitudes toward the advertisement and product, as well as purchase intention. However, the effects are not significant for print ads. From the findings, it is recommended that advertisers should prioritize infotainment TV ads for higher engagement.

 

Author(s) Details

Fanny Sau Lan Cheung a
City University of Hong Kong, China.

 

Guoqing Guo
Renmin University of China, China.

 

Wing-Fai Leung
Hong Kong Chu Hai College, China.

 

Cherry Cheuk Wa Cheung
University of Hong Kong, China.

 

Please see the book here:- https://doi.org/10.9734/bpi/nabme/v9/6006