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Augmented Reality Advertisement on Android as A New Marketing Strategy (ReADroid)

Zainuddin, Nur Iswadi (2012) Augmented Reality Advertisement on Android as A New Marketing Strategy (ReADroid). Universiti Teknologi Petronas. (Unpublished)

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Abstract

Augmented Reality Advertisement on Android as A New Marketing Stategy is a project to study the effectiveness of using augmented reality technology in marketing strategy based on the prototype being developed called Augmented Reality Advertisement on Android (ReADroid). ReADroid is an Android application for chocolate based advertisement which animate when ttre smartphone camera is pointed to the chocolate wrapper by using augmented reality (AR) approach. In the conventional physical advertising method which mostly dull and static, viewer has high tendency to ignore without gving any bodily responses towards the advertisement. This problem leads to viewer difficulties to remember the advertisement well. By creating and developing an interactive and engaging AR advertising application, ReADroid ensure that half of the advertisement viewers remember about the advertisement. As a little number of researches has been done to investigate the effectiveness of AR advertisement, this project is contributing to the evaluation on the usability and receptivity of users towards the AR advertisement. Men and women between 15 to 35 years old are the main target goup that will b€ using ReADroid on their Android smartphone to see the AR chocolate based advertisement on the chocolate wrapper. [n order to facilitate the requirement changes, ReADroid development is based on the modified version of Waterfdl Methodology Model called Sashimi Methodology Model. Based on the data gathering and analysis, by using Qualcomm Augmented Reality (QCAR) as the AR framework, together with unity 3D Pro, Blender and Android softrrare Development Kit (SDK), ReADroid satisfy more than 50 respondents' needs by allowing us€r to criticize or praise the advertised products directly at the advertisement, play the garnes provided, view the promotion or visiting the advertiser website. As conclusion, this interactive application will solve the ineffestiveness in conventional physical advertisement, thus creating bigger plaform for business to acquire more profit.

Item Type: Final Year Project
Academic Subject : Academic Department - Information Communication Technology
Subject: UNSPECIFIED
Divisions: Sciences and Information Technology > Computer and Information Sciences
Depositing User: Users 2053 not found.
Date Deposited: 08 Apr 2013 10:47
Last Modified: 25 Jan 2017 09:41
URI: http://utpedia.utp.edu.my/id/eprint/6419

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