Abstract: Digital technologies offer many opportunities in the
design and implementation of brand communication and advertising.
Augmented reality (AR) is an innovative technology in marketing
communication that focuses on the fact that virtual interaction with a
product ad offers additional value to consumers. AR enables
consumers to obtain (almost) real product experiences by the way of
virtual information even before the purchase of a certain product.
Aim of AR applications in relation with advertising is in-depth
examination of product characteristics to enhance product knowledge
as well as brand knowledge. Interactive design of advertising
provides observers with an intense examination of a specific
advertising message and therefore leads to better brand knowledge.
The elaboration likelihood model and the central route to persuasion
strongly support this argumentation. Nevertheless, AR in brand
communication is still in an initial stage and therefore scientific
findings about the impact of AR on information processing and brand
attitude are rare. The aim of this paper is to empirically investigate
the potential of AR applications in combination with traditional print
advertising. To that effect an experimental design with different
levels of interactivity is built to measure the impact of interactivity of
an ad on different variables o advertising effectiveness.
Abstract: The goal of this study was to disclose the core of the advertising research based on the psychological aspects by acquainting with the nature of advertising research and revealing the importance of psychological aspects of advertising during the advertising research. The growing interest in consumer response to advertisement served as an encouragement to make the analysis of psychological aspects of the advertising research, because the information obtained during the advertising research helps to answer the question how advertising really works. In the research analysis focuses on the nature of advertising research. The place of advertising research in advertisement planning process and the advertising research process are unfolded. Moreover, the importance of psychological aspects in the advertising research is being examined. The certain psychological aspects like the particularities of advertising communication process, psychological process that are active at advertising acceptance and awareness process as well as the advertising effects are analysed in more detail.