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The Advertising Effectiveness of Using Brand Placement in Messaging Stickers

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Recently, the growing trend of using emoticons and messaging stickers particularly inAsia that was started by the Japanese-based app, Line is a lucrative business. In 2013,the stickers generated about US$17.4 million in revenue in the first three months.Particularly for the Line App, free corporate

-sponsored stickers are available as anincentive to befriend brand accounts, which enables brands to send direct marketingmessages. This new form of marketing is interesting as the use of these stickers “don’tcompromise the user experience” (Russell, 2013). This research looks at the variablesbrand

familiarity, brand prominence of the stickers and the attitude towards thesebranded messaging stickers, and its impact on advertising effectiveness, whereeffectiveness is measured by looking at brand recognition, brand attitude andconation; as well as whether the use of stickers as an incentive to b

efriend brandaccounts is effective. Age, as a moderator, has been taken into consideration.Using a quantitative research method by sending out online surveys and using theSPSS software to carry out t-test and regression analysis, results showed that brandprominence, brand familiarity and attitude to

wards branded messaging stickers havesignificant impact on advertising effectiveness. With respect to brand prominence,cognitive outcomes and advertising effectiveness increase amongst an older age groupwhen brand prominence is stronger, however, in a younger age group, advertisingeffectiveness decr

eases. With respect to attitude towards branded messaging stickers,a younger age group has higher conative outcomes and increases for both age groupswhen attitudes are more positive. Using stickers as an incentive to befriend brandaccounts is a successful strategy and is more successful amongst an o

lder age groupas they have a higher chance of reading the marketing messages sent by the company.Therefore, it is suggested that mature and more well established brands should carryout this marketing strategy, and depending on the age group the brand wishes totarget, close attention should be paid t

o brand prominence – the long-term brandelements incorporated in the stickers.