The Level and Nature of Product Knowledge and Ad Format Strategies
| Autor: | V. Parker Lessig, C. Whan Park, D. H. Lee |
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| Rok vydání: | 1991 |
| Předmět: | |
| Zdroj: | Current Issues and Research in Advertising. 13:125-154 |
| ISSN: | 2165-820X 0163-3392 |
| DOI: | 10.1080/01633392.1991.10504962 |
| Popis: | This study examines the effectiveness of three alternative advertising strategies under the two different levels of consumer familiarity with a product class: a product-referencing ad, a brand-referencing ad, and a non-referencing ad. The study uses two groups of consumers, one group who were familiar with the product class but not with brand differences and the second group with no product class knowledge. Ad effectiveness is measured in terms of ad comprehensibility, recall of ad information, ad evaluation, and attitudinal and behavioral predispositions toward the brand advocated. For subjects who are unfamiliar with the product class, the results show that the product-referencing ad is most effective. The brand-referencing ad is most effective for subjects familiar with the product class. These findings indicate that advertising for a major innovation should focus on how the new product may serve as a substitute for an existing product, whereas advertisement for an existing “familiar” product ... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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