Creating ads: Production values, formats

 

This article discusses a test of 100 financial services ads by the Newspaper Marketing Agency (NMA), which showed that they were failing to connect with consumers. There is a widespread lack of trust ...

Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of o ...

In a context of overabundant ads and saturated consumers, message format is crucial in developing effective advertising campaigns. In this study, four major format components of print advertisements a ...

Charles Young, founder and CEO of Ameritest, revisits the issue of whether fast-paced editing of shots in a TV commercial enhances its effectiveness. Using Millward-Brown and Ameritest pre-testing mea ...

Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightnes ...

This paper details the various different factors which can influence the effectiveness of print advertising. Design, content and placement, among others, are of central importance, as is the type of p ...

This paper examines the issues surrounding the effectiveness of magazine advertising. As the market has grown and fragmented, and publications have begun to increase in size, it has become increasingl ...

This Study shows that 'waste'—the perceived extravagance of an advertisement—contributes to advertising effectiveness by increasing credibility. It draws especially on the 'Handicap Principle' in biol ...

Split book yellow page tests randomly distribute different versions of the test advertisement in the same market at the same point in time allowing direct assessment of the customer pulling power of d ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1985, the ...

Repeated exposure to an advertisement can influence liking for the ad and for the brand names and packages included in it. The assumption that repeat exposure leads to a direct affective response is c ...