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|Title:||Effects of advertisement format on competitive interference in print advertising|
|Authors:||Leong, S.M. |
|Source:||Leong, S.M.,Ang, S.H.,Heng, F. (1999). Effects of advertisement format on competitive interference in print advertising. Journal of Marketing Communications 5 (4) : 195-205. ScholarBank@NUS Repository.|
|Abstract:||The interference potential of presentation formats was investigated in consumer recall of target advertisement information. Pictorial and verbal versions of target and competitive advertisements were manipulated in a 2 x 2 between-subjects experiment. The findings confirmed that similarity of format between encoded competitive advertisements produced higher recall than dissimilar advertisement formats. The implications of the results are discussed and directions for future research suggested.|
|Source Title:||Journal of Marketing Communications|
|Appears in Collections:||Staff Publications|
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