Influence of advertising attributes on audio ad effectiveness
Xu, Lingyi; Wang, Lu; Yu Yingying
This research focuses on the key attributes of audio advertising. Content analysis are conducted for the 121 audio ads objects with labels of attributes. Regression models and cluster analysis are then conducted based on the data collected from surveys. As a result, we find the relationship between attributes and willingness to buy, willingness to recommend a product and enjoyment level of an audio ad.
Applied Economics and Management
M.P.S., Applied Economics and Management
Master of Professional Studies
dissertation or thesis