Semester of Graduation
Spring 2019
Degree
Master of Mass Communication (MMC)
Department
Mass Communication
Document Type
Thesis
Abstract
Using a 2x2 experimental design, this study evaluated the effectiveness of two ad factors on TV billboards. Four experimental conditions were created around a previously aired Olympic hockey game to measure how contextual fit and cross-promotion affect audience evaluations of a brand presented on a TV billboard. The hypotheses predicted measurable effects based on past advertisement and sponsorship literature. A total of 150 usable respondents returned significant main effect results, as well as supporting interaction effect results. Particularly, contextual fit encouraged participant purchase intention and the presence of cross-promotion encouraged more positive attitudes toward a brand. Limitations and future research are discussed.
Recommended Citation
Skupski, Ian M., "Making the Commercial Non-Commercial: Traditional Ad Effects on TV Billboards" (2019). LSU Master's Theses. 4919.
https://repository.lsu.edu/gradschool_theses/4919
Committee Chair
Jeong, Yongick
DOI
10.31390/gradschool_theses.4919