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Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

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Department of Marketing and Communication, Faculty of Communication and Social Sciences, Campus de Jerez, University of Cádiz, 11406 Jerez, Spain
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Institute for Sustainable Social Development (INDESS), Cádiz University, 11406 Jerez de la Frontera, Spain
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Department of Psychology, Faculty of Education Sciences, University of Cádiz, 11519 Puerto Real, Spain
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Authors to whom correspondence should be addressed.
Academic Editor: Inma Rodríguez-Ardura
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1648-1666; https://doi.org/10.3390/jtaer16050093
Received: 6 April 2021 / Revised: 12 May 2021 / Accepted: 16 May 2021 / Published: 20 May 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels. View Full-Text
Keywords: eye/tracking; transparent bottle; labelled bottle; advertising effectiveness eye/tracking; transparent bottle; labelled bottle; advertising effectiveness
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MDPI and ACS Style

Gómez-Carmona, D.; Cruces-Montes, S.; Marín-Dueñas, P.P.; Serrano-Domínguez, C.; Paramio, A.; García, A.Z. Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1648-1666. https://doi.org/10.3390/jtaer16050093

AMA Style

Gómez-Carmona D, Cruces-Montes S, Marín-Dueñas PP, Serrano-Domínguez C, Paramio A, García AZ. Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1648-1666. https://doi.org/10.3390/jtaer16050093

Chicago/Turabian Style

Gómez-Carmona, Diego; Cruces-Montes, Serafín; Marín-Dueñas, Pedro P.; Serrano-Domínguez, César; Paramio, Alberto; García, Antonio Z. 2021. "Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1648-1666. https://doi.org/10.3390/jtaer16050093

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