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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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3.1a Balancing Impressiveness and Favorability: A Qualitative Study on an Emerging Type of Advertising in China

Friday, March 29, 2019 at 2:45 PM–4:15 PM CDT
1-Normandy A

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

Additional Authors

Huan Chen, University of Florida