Effects of advertisement format on competitive interference in print advertising
Leong, S.M. Ang, S.H. Heng, F.
Heng, F.
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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.
Keywords
Advertisements, Competition, Interference, Presentation format
Source Title
Journal of Marketing Communications
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Series/Report No.
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Date
1999
DOI
Type
Article