message order effects and gender differences in advertising persuasion
Frédéric F. Brunel Boston UniversityMichelle R. Nelson University of Wisconsin-Madison
'The issue is much more fundamental than the usual myopic media one about where the ads appear: It's about recognizing women [and men]'s different approach'(Financial Times, June 29, 2001)
Message order seems particularly useful for advertising placement and media planning decisions. Today, advertisers are able to request a position within print publications and often negotiate placement within a TV commercial 'pod.' Given increasing media clutter and the growing practice of placing...