| Autor: |
Lord, KennethR., Putrevu, Sanjay |
| Zdroj: |
Journal of Current Issues and Research in Advertising; September 1998, Vol. 20 Issue: 2 p1-18, 18p |
| Abstrakt: |
AbstractConsumer response to marketing messages in varying promotion-mix formats (advertising, coupons, and publicity, appearing singly and in various combinations) conveyed in a print medium is the focus of two studies. Compared to consumers exposed to information in a single promotional format, those receiving messages in more than one format processed them more thoroughly and were more likely to recall and use the information. Similarly, consumers receiving information in a form containing both visual and verbal elements had superior recall to those exposed only to copy or a photo. Of the various promotional formats, publicity led to more intense readership and higher recall than advertisements. Involvement is shown to moderate these effects. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
|
