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Home  >  All Issues  >  2022  >  No.10  >  Article Details
Marketing Effect, Influence Factors, and Mechanisms of Advertisement Dynamism
Chu Xing-Yu (Marcos)1, Tang Liulu1, Dickson Tok2, Huang Yunhui1
Full Article  |  PDF Article(802.0 KB)
Foreign Economics & Management Vol. 44, Issue 10, pp. 104 - 116 (2022)  DOI:10.16538/j.cnki.fem.20220621.302
First published at:Oct 20, 2022
Summary
References
Summary

Advertisement (ad) dynamism is a strategy that has been widely used in marketing practice. With the development of advertising media, modern advertising has gradually shifted from print to digital media, making actual dynamic ads more and more important. Because actual dynamic ads are easily limited by playing devices, implied dynamic ads, which make static ads have a dynamic feel through dynamic design, are more widely used. Recently, the impact of ad dynamism from both actual dynamic ads and implied dynamic ads have attracted wide attention from the industry and academia. However, the existing research lacks a systematic literature review for dynamic ads. Thus, this paper reviews 43 related articles in the marketing field from the databases of EBSCO and CNKI.

First, this paper compares the similarities and differences between actual dynamic ads and implied dynamic ads, and clarifies the definition. That is, actual dynamic ads display advertised objects in a motion form, while implied dynamic ads create implicit movement by adding dynamic elements in static ads. Second, after the systematic review, this paper outlines the marketing effect of ad dynamism from two aspects: perception, and attitude and preference. The former includes human senses, perceived novelty, perceived risk, perceived vividness, and perceived brand personality, while the latter includes consumer attitudes and purchase intentions. Third, this paper concludes three main factors that influence the impact of ad dynamism: product-related factors, communication-related factors, and consumer-related factors. Fourth, this paper summarizes three mechanisms: emotion, association, and involvement. Last, it proposes possible directions for future research on ad dynamism.

This paper contributes to the definition of ad dynamism, the sort of marketing effect, the influence factors and mechanisms of ad dynamism, and insights for future research. First, the existing research has not made a clear definition between actual dynamic ads and implied dynamic ads. By comparing their similarities and differences, this paper clarifies the definition of the two concepts and provides an important guide scheme for future research. Second, this paper outlines the marketing effect of ad dynamism and concludes the influence factors and mechanisms. It can increase our understanding of ad dynamism and its underlying mechanisms, and provide useful marketing practices and managerial implications to brand managers, marketers, and advertisers. Third, based on the review, this paper opens up avenues for future research.

Keywords
ad dynamism; actual dynamic ads; implied dynamic ads; marketing effect
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Cite this article
Chu Xing-Yu (Marcos), Tang Liulu, Dickson Tok, et al. Marketing Effect, Influence Factors, and Mechanisms of Advertisement Dynamism[J]. Foreign Economics & Management, 2022, 44(10): 104-116. 
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