Respuesta :
Consumers are brought to a theater where they watch a television program with commercials and are asked their brand preferences before and after the show. this technique is known as "forced exposure."
What is forced exposure?
This methodology, known as 'forced exposure,' has indeed been widely used it for online video, banners, pop up ads, and, on occasion, print or television. The exposure is referred to as 'forced' because it is not presented to survey participants in a natural setting.
Some key features regarding the forced exposure are-
- This study investigates the effects of various levels of forced banner ad exposure on advertising responses including such advertising perception, banner ad clicking, banner attitude, attitude towards the brand, and purchase intention.
- The study used a within-group experimental method and Cold Fusion online data collection technology.
- A extent of forced exposure to banner ads was discovered to have a substantially positive relationship to advertising perception and banner ad clicking.
- Surprisingly, the banner ad presented in the format with the highest forced-exposure level also produced the most attractive consumer attitudes.
Therefore, this can be especially problematic for media, where the audience frequently actively avoids advertisements in real-world settings. If a forced exposure research does not account for ad avoidance, it is missing a critical insight.
To know more about pop up ads, here
https://brainly.com/question/11174636
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