Zanti, Caterina (A.A. 2023/2024) Digital-out-of-home and the rise of 3D billboards: how the type of billboard influences advertising recall. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Stella Romagnoli, pp. 76. [Master's Degree Thesis]

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Abstract/Index

Literature review. Traditional out-of-home (OOH), technological development and the rise of digital- out-of-home (DOOH). Billboard advertising and the power of 3D animated billboards. Consumer attention towards ADVs. Impact of visual complexity on customers’ attention. Overview of the conceptual model. Methodology. Study overview and overall structure of the survey. Design. Sampling. Analysis. Main study analysis. Overview. Sample. Effect of the type of billboard (2D vs 3D) on advertising recall. Mediation effect of the level of attention between the type of billboard (2D vs 3D) on adverting recall. Moderation effect of visual complexity on the indirect relationship between the type of billboard (2D vs 3D) on advertising recall through the level of attention. Bias questions.

References

Bibliografia: pp. 63-65. Sitografia: p. 66.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Marketing communication & new media
Thesis Supervisor:	Romagnoli, Stella
Thesis Co-Supervisor:	Peverini, Paolo
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	15 May 2025 12:21
Last Modified:	15 May 2025 12:21
URI:	https://tesi.luiss.it/id/eprint/42136

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