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.
Identifer | oai:union.ndltd.org:ETSU/oai:dc.etsu.edu:etsu-works-17766 |
Date | 01 January 2011 |
Creators | Lehmann, Dominik, Shemwell, Donald J. |
Publisher | Digital Commons @ East Tennessee State University |
Source Sets | East Tennessee State University |
Detected Language | English |
Type | text |
Source | ETSU Faculty Works |
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