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3.1a Balancing Impressiveness and Favorability: A Qualitative Study on an Emerging Type of Advertising in China
Abstract
This study examined a new emerging advertising format (Creative Mid-Roll Advertising, CMA) in Chinese online video platforms through the eyes of consumers in order to give advertising scholars and practitioners a better understanding on how consumers perceive creative contents and formats of advertising in the era of new media. CMA is a short video advertising embedded in the online TV series, and it is created in a way that makes it appear very similar to the drama in terms of the content and setting. 20 in-depth interviews were conducted to collect data. Findings revealed that CMA is characterized by mid-roll, native, explicit, and dramatic.
First & Corresponding Author
Liu Liu, University of Florida
Authors in the order to be printed.
Liu Liu, University of Florida; Huan Chen, University of Florida