Social and Behavioral Sciences Commons^™

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

Get The Smu Edge: Make A Difference [Advertisement], Singapore Management University

SMU Press Releases

Get the SMU edge, make a difference. Featuring Lim Kong Wee, Steven Miller, Darren Lim, Deborah Ong (PricewaterhouseCoopers), Tan Siang Leng.

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I Love Smu: Heart, Life, Passion, Soul [Advertisment], Singapore Management University

SMU Press Releases

Celebrating the unconventional, the intriguing, the undaunted. Experience the SMU spirit. Heart: Jenny Foo; Life: Tan Chee Wee; Life: Joven Lai; Soul: Jeremy Nguee; Passion: Richard Ho, Johny Tay.

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Smu: We Are Different [Advertisement], Singapore Management University

SMU Press Releases

Cowan is different. He's chosen to study at SMU. Wah Yeow knows the difference. He sees SMU students in action. Steve knows the difference. He heads SMU's School of Information Systems. Su Phin is different. She's an SMU student.

SMU advertisment, featuring Cowan Phan, jumping student, Tan Wah Yeow (KPMG), Steven Miller, Teo Su Phin, jumping student.

Smu: We Mean Business: We Are Different, Singapore Management University

SMU Press Releases

We believe it takes a different type of person to excel in the new economy. Which is why SMU is a different kind of university. One with a progressive curriculum, unique teaching methods and a world-class faculty.

SMU advertisments, Ng Peng Fong, Marina Rumi Ibrahim, Elsie Lin, featured students doing hand stand, jumping and back bend.

How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai

Business Faculty Articles and Research

Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …