A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising
Document Type
Article
Publication Date
1-1-2011
Description
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.
Citation Information
Lehmann, Dominik; and Shemwell, Donald J.. 2011. A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising. Journal of Promotion Management. Vol.17(1). 61-75. https://doi.org/10.1080/10496491.2011.553787 ISSN: 1049-6491