Does Your Ad Have Too Many Pictures?
Authors:
- 1 January 2000
- journal article
- Published by Taylor & Francis in Journal of Advertising Research
- Vol. 40 (1-2) , 1-19
Abstract
Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, significant reductions in advertising-creation and media costs would result. In this paper the authors focus is on long print advertisements that have a low copy-to-picture ratio. They address several research issues, beginning with the fundamental question: Is a longer pictorial ad more effective than its shorter version? Then does a longer multi-picture ad cut through the media clutter more effectively than its shorter version. The moderating influence of reader motivation on the relative effectiveness of a longer versus a shorter ad is the final research question addressed in this study.Keywords
This publication has 26 references indexed in Scilit:
- Increasing Brand Name Recall in Print Advertising among Asian ConsumersJournal of Advertising, 1996
- Advertising Repetition: A Critical Review of Wearin and WearoutCurrent Issues and Research in Advertising, 1988
- The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the AdvertisementJournal of Consumer Research, 1986
- Conditions for a Picture-Superiority Effect on Consumer MemoryJournal of Consumer Research, 1984
- Audience Involvement in Advertising: Four LevelsJournal of Consumer Research, 1984
- Memory as a function of attention, level of processing, and automatization.Journal of Experimental Psychology: Learning, Memory, and Cognition, 1984
- In search of reliable persuasion effects: II. Associative interference and persistence of persuasion in a message-dense environment.Journal of Personality and Social Psychology, 1983
- The Information Processing of Pictures in Print AdvertisementsJournal of Consumer Research, 1983
- Information-Presentation Format and Learning Goals as Determinants of Consumers' Memory Retrieval and Choice ProcessesJournal of Consumer Research, 1982
- Attitude toward the AD as a Mediator of Consumer Brand ChoiceJournal of Advertising, 1981