"Traditionally, advertising strategy can be categorized as either informational or transformational. Nonetheless, scholars have proposed a unique pathway to persuasion through narrative transportation but devote little attention to developing its application in advertising, despite its popularity in many forms of advertising today. This dissertation proposes an overlapping model of advertising strategies by adding transportational strategy as an additional strategy that is conceptually different from the informational and transformational strategies. Study 1 of this dissertation tested advertising evaluations of informational, transformational, and transportational strategies using fictional ads focused on one of the three advertising strategies for two medium involvement products. Findings of study 1 indicate that a transportational strategy yields more positive results than the other two strategies in terms of ad attitude, brand attitude and purchase intention. Study 2 further compared ads that focused on one particular strategy with ads that used a mix of different strategies. Findings indicate that ads with a focused strategy result in more positive outcomes than ads with mixed strategies in terms of ad and brand attitude and purchase intention. Finally, study 3 tested a transportation mediation framework using critical thoughts and affective responses as mediators in real-world video ads created by large global brands. Findings show that the addition of critical thoughts and affective responses as mediators significantly increases the model's explanatory power."--Page ii.
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