Interactivity and its role in supporting human relationship between Brand recipient in advertising design
Khairt, N., Sabry, M., Abdo, A. (2019). Interactivity and its role in supporting human relationship between Brand recipient in advertising design. EKB Journal Management System, 9(1), 245-251. doi: 10.21608/idj.2019.84058
Nancy Mohamed Khairt; Mohamed Shereef Sabry; Abeer Hassan Abdo. "Interactivity and its role in supporting human relationship between Brand recipient in advertising design". EKB Journal Management System, 9, 1, 2019, 245-251. doi: 10.21608/idj.2019.84058
Khairt, N., Sabry, M., Abdo, A. (2019). 'Interactivity and its role in supporting human relationship between Brand recipient in advertising design', EKB Journal Management System, 9(1), pp. 245-251. doi: 10.21608/idj.2019.84058
Khairt, N., Sabry, M., Abdo, A. Interactivity and its role in supporting human relationship between Brand recipient in advertising design. EKB Journal Management System, 2019; 9(1): 245-251. doi: 10.21608/idj.2019.84058

Interactivity and its role in supporting human relationship between Brand recipient in advertising design

International Design Journal
Article 20, Volume 9, Issue 1 - Serial Number 29, January 2019, Page 245-251  XML PDF (1.14 MB)
Document Type: Original Article
DOI: 10.21608/idj.2019.84058
View on SCiNiTO View on SCiNiTO
Authors
Nancy Mohamed Khairt1; Mohamed Shereef Sabry2; Abeer Hassan Abdo3
1Marketing Manager at Brandatorz
2Professor Emeritus, Advertising Department, Faculty of Applied Arts, Helwan University .Egypt
3Professor of Design, Advertising Department, Faculty of Applied Arts, Helwan University .Egypt
Abstract
Background: With the development of communication technology, social networking platforms and changing the form of human life, human relations became more superficial and materialistic than ever before, Which led to lack of humanitarian aspect in all areas of life, and the emergence of a global trend, demanding reduction of communication hours through social media platforms.
Which led to the emergence of adverting trends trying to engage with the recipient through building a human relationship between him and the Brand; where emerged many types of interactive ads, relying on activation of human senses of the recipient in order to make human communication between him and the brand and integrate him in the advertisement message, to become an effective element in building the ad message instead of being a passive recipient.  This research deals with some of the interactive advertising trends capable of activating different human senses and thus emphasizing the human relationship between Brand and its recipient such as Human bonding sensors,Odor sensors, odor compressor, human contact sensors, odoriferous audio advertisement, advertising games, by applying the arrangement of the five senses in terms of their impact on memory as a standard to measure the strength of this relationship.
Overview and background:The research sheds light on the role of interactivity in building a strong human relationship between brand and its target audience by activating the human senses of the recipient of the advertisement. This relationship takes a human emotional orientation different from the conventional commercial form. The research aims reaching the directions of interactive advertising the most successful than others in reaching this relationship. Problem statement: The problem of research is to answer the following questions: - Are interactive ads different in terms of their ability of building a human relationship between Brand and the recipient of the advertisement?- What kind of interactive ads are most capable of building a human relationship between Brand and its target audience? Objectives: establishing an interactive advertising trend that are abler than others in activating human senses and thus achieve a human relationship between the brand and its recipients. Hypothesis & methodologies: The research uses the descriptive approach followed by an analytical study. Conclusions:The most important result of the research is finding that the advertising trend (odor compressor) is the ablest to achieve interaction between advertisement   and its recipient and is, therefore, the ablest to achieve a successful relationship between brand and its recipient by applying the order of the five senses in terms of their ability to affect memory as a standard For evaluation.  
Keywords
Interactivity; interactive advertising; five sense theory; Human bonding sensors; Odor sensors; odor compressor; human contact sensors; odoriferous audio advertisement; advertising games
References
  1. 1-Berger, M.E. (2003). Your five senses (1st ed).New York,USA: Scholastic Inc.
  2. Keller, A.A. (2016). The Physics of Brand: Understand the Forces behind Brands That Matter (1st ed).New York,USA : F+W Media, Inc
  3. Krishna,A.R. (2013).Customer Sense: How the 5 Senses Influence Buying Behavior(1st ed).USA: Palgrave Macmillan
  4. Kristof, R.A.(2007).  Interactivity by Design: Creating & Communicating with New Media (1st ed).USA: Adobe Press
  5. Lucas, G.A. (2011). Guerrilla Advertising2: More Unconventional Brand Communication (1st ed).UK: Laurence King Publishing
  6. Miles, C.H. (2010). Interactive Marketing: Revolution or Rhetoric? (1st ed).New York,USA: Routledge
  7. Schultz, D.O. &  Patti,C.H. (2014). The Evolution of Integrated marketing (1st ed). New York, USA:  CRC Press
  8. Sherman J.A., & Gawronski B.E.,(2014). Dual-Process Theories of the Social Mind: Guilford Publications
  9. Wang, P.I., & Liu,Q.I,(2015). Bioinspired Smell and Taste Sensors (1st ed). Switzerland: Springer
  10. Leckenby, L.I. (2000). Interactive advertising. Journal of interactive advertising, volume1, Issue No: 1
  11. Nagyová, Ľ.U.,& Košičiarová, I.N. (2017) Corporate communications as one of the basic attributes of  corporate identity –case study of chocolate Milka. Communication Today journal, volume 45, Issue No: 1
  12.  Ritchie,J.B. (2017). Decoding the Brain:  Neural Representation and the Limits of Multivariate Pattern Analysis in Cognitive Neuroscience. The British journal for the philosophy of science, volume 23, Issue No: 5
  13. Fernandes,A.(2011.December 11). 11 Awesome Outdoor and Interactive Ads. Retrieved from http:// mentalfloss.com (Accessed 22/3/2018)
  14. Filippetti,J.(2012,February7). Multisensory bus shelter ad smells of baked potatoes. Retrieved from http:// www.designboom.com (Accessed 22/3/2018)
  15. Grace,F.(2006,December15). Smells like Cookies at the Bus Stop. Retrieved from http:// www.cbsnews.com (Accessed 22/3/2018)
  16. Ternura,C.( 2013.September 29).Melka chain of tenderness. Retrieved from https://rollingbourneid.wordpress.com (Accessed 23/10/2018)
  17. https://kr.linkedin.com/in/jinsoplee(Accessed 23/10/2018)
  18. https://www.adforum.com/creative-work/ad/player/12652243/sort-your-head-out/mcdonalds ,(2017). (Accessed 21/3/2018)
  19. http://www.adsoftheworld.com/media/ambient/frisk,(2015). (Accessed 21/3/2018)
  20. https://www.adsoftheworld.com/media/audio/dunkin_donuts_flavor_radio,(2016). (Accessed 22/3/2018)
Statistics
Article View: 257
PDF Download: 441