Spelling suggestions: "subject:"cope dominant adds""
1 |
A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative AdvertisingLehmann, Dominik, Shemwell, Donald J. 01 January 2011 (has links)
This article investigates the effectiveness of bathroom print ads. Using liquor as the product domain, field study data (n = 146) indicate a high level of ad (60%) and product category (80%) recall. Contrary to the literature and the researchers' hypothesis, respondents had a significantly higher level of recall for copy dominant than for visual dominant ads. Hypotheses suggesting that color advertisements would outperform non-color advertisements and interactions between ages and visual-based versus copy-based stimuli and gender and visual-based versus copy-based stimuliwere not supported by the data. The implications for practitioners of the effectiveness of copy rich ads and suggested directions for future research are discussed.
|
Page generated in 0.0672 seconds