The objective of this dissertation was to explore the relative effectiveness of color versus black and white magazine advertisements in a set of controlled and specified, competitive environmental conditions. In order to achieve this objective, an experiment was designed which utilized a variation of the portfolio method of testing the relative effectiveness of advertisements. The portfolio employed consisted of eleven advertisements from Business Week magazine, and advertising effectiveness was determined by measurement of advertising awareness utilizing the memory variable of recall. The criterion for awareness was successful recollection of the brand name of the product featured in the test advertisement. The proportions of each sample who correctly remembered the test advertisement were subjected to hypotheses tests concerning difference between two proportions. Also, the nonparametric Spearman rank correlation coefficient was employed to determine if a systematic relationship could be found between the advertising effectiveness of a particular advertisement and the percentage of competing advertisements in color. / In nine of the eleven specified environmental conditions the color version of the test advertisement achieved a higher proportion of correct recalls than did the black and white version. However, in most instances the difference between the two proportions was not found to be statistically significant. In the test for the presence of a systematic relationship between the advertising effectiveness of a particular advertisement and the percentage of competing advertisements in color, visual inspection of the data suggested a systematic decline in effectiveness for either the black and white or color test advertisement as the percentage of color advertisements in the competitive environment increased, but the relationship was not strong enough to attain statistical significance. / The practice of advertising contains many "guidelines" which have not been subjected to analysis with regard to their present-day usefulness. This experiment has explored the adage that "color ads attract more attention than black and white ads." / Source: Dissertation Abstracts International, Volume: 43-02, Section: A, page: 0535. / Thesis (D.B.A.)--The Florida State University, 1982.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_74745 |
| Contributors | PRITCHETT, THOMAS KEITH., Florida State University |
| Source Sets | Florida State University |
| Detected Language | English |
| Type | Text |
| Format | 190 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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