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INTELLIGENT ADVERTISING. AN AUGMENTED REALITY PERSPECTIVE
Abstract
From a marketing perspective, the nowadays society can be characterized by at least three patterns. First, there is an inflation of advertising messages on the market. Second, the consumer has become more sophisticated and increasingly aware of the manipulative and persuasive role of marketing. Finally, the technological evolution directs a large number of individuals to use smart devices in everyday life within an interactive framework. Therefore, this paper aims to empirically investigate the role of intelligent advertising, namely advertising through augmented reality, on young adults’ life. An opinion survey has been conducted on students from advertising and students from computer science. We hypothesize that although the advanced technology is widely accepted as a natural flow of the society, there is a relatively high skepticism regarding the use of augmented reality techniques in advertising. Moreover, we expect to find deep differences between the prospective advertising specialists and the prospective computer science specialists.
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