A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising

Dominik Lehmann · Donald J. Shemwell

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

This article investigates the effectiveness of bathroom print ads. Using liquor as the product domain, field study data (n = 146) indicate a high level of ad (60%) and product category (80%) recall. Contrary to the literature and the researchers’ hypothesis, respondents had a significantly higher level of recall for copy dominant than for visual dominant ads. Hypotheses suggesting that color advertisements would outperform non-color advertisements and interactions between ages and visual-based versus copy-based stimuli and gender and visual-based versus copy-based stimuli were not supported by the data. The implications for practitioners of the effectiveness of copy rich ads and suggested directions for future research are discussed.

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2013Imagery and Verbal Processes 1972Imagery and Verbal Processes 1987Theoretical Models and Processes of Reading 1991Exploring Differences in Males' and Females' Processing Strategies 1995Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes 1997Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences 1991Cognitive Age: A Useful Concept for Advertising?1990The Influence of Print Advertisement Organization on Affect toward a Brand Name

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