广告动态感的营销效果及其影响因素和作用机制

Marketing Effect,Influence Factors,and Mechanisms of Advertisement Dynamism

广告动态感是指广告包含实际动态或隐含动感,分别称为动态广告和动感广告。动态广告通常采用动态视觉形式展现广告对象,而动感广告则通过在静态广告中增加动感元素来制造隐含动感。本文首先对动态广告和静态的动感广告概念进行了辨析,同时总结概括了两者的异同。随后,本文重点总结了广告动态感的营销效果,主要包括对特定属性感知的影响以及对整体态度与行为偏好的影响两个方面,并归纳了影响广告动态感作用效果的产品相关因素、营销传播相关因素和消费者相关因素。接下来,本文总结出其背后的主要机制,即情绪机制、联想机制和参与机制。在此基础上,本文提出了有关广告动态感的未来潜在研究方向,以期促进未来相关学术研究和商业实践的发展。

Advertisement(ad)dynamism is a strategy that has been widely used in marketing practice.With the development of advertising media,modern advertising has gradually shifted from print to digital media,making actual dynamic ads more and more important.Because actual dynamic ads are easily limited by playing devices,implied dynamic ads,which make static ads have a dynamic feel through dynamic design,are more widely used.Recently,the impact of ad dynamism from both actual dynamic ads and implied dynamic ads have attracted wide attention from the industry and academia.However,the existing research lacks a systematic literature review for dynamic ads.Thus,this paper reviews 43 related articles in the marketing field from the databases of EBSCO and CNKI.First,this paper compares the similarities and differences between actual dynamic ads and implied dynamic ads,and clarifies the definition.That is,actual dynamic ads display advertised objects in a motion form,while implied dynamic ads create implicit movement by adding dynamic elements in static ads.Second,after the systematic review,this paper outlines the marketing effect of ad dynamism from two aspects:perception,and attitude and preference.The former includes human senses,perceived novelty,perceived risk,perceived vividness,and perceived brand personality,while the latter includes consumer attitudes and purchase intentions.Third,this paper concludes three main factors that influence the impact of ad dynamism:product-related factors,communication-related factors,and consumerrelated factors.Fourth,this paper summarizes three mechanisms:emotion,association,and involvement.Last,it proposes possible directions for future research on ad dynamism.This paper contributes to the definition of ad dynamism,the sort of marketing effect,the influence factors and mechanisms of ad dynamism,and insights for future research.First,the existing research has not made a clear definition between actual dynamic ads and implied dynamic ads.By comparing their similarities and differences,this paper clarifies the definition of the two concepts and provides an important guide scheme for future research.Second,this paper outlines the marketing effect of ad dynamism and concludes the influence factors and mechanisms.It can increase our understanding of ad dynamism and its underlying mechanisms,and provide useful marketing practices and managerial implications to brand managers,marketers,and advertisers.Third,based on the review,this paper opens up avenues for future research.