The impacts of media type, placement and exposure type on attitudes towards advertisements on mobile devices

Abstract

This study examined the relationships between the features of mobile advertisements and users' attitudes and purchase intention. Two experiments were conducted to explore the effects of media type, exposure type and placement on attitudes towards advertisements and purchase intention. The first experiment involved two factors: media type (still pictures vs. motion pictures) and placement of advertisements (top vs. bottom). The results for 192 participants indicated that bottom-located motion picture mobile advertisements elicited more positive attitudes regarding advertisements and purchase intention. The second experiment was a between-subjects experiment examining two factors, media type (still pictures vs. motion pictures) and exposure type (banner vs. pop-up). The results for 180 participants indicated that pop-up motion picture mobile advertisements elicited more positive attitudes and purchase intention. The findings and limitations of this study are both explained from the perspectives of advertising studies and media features.