Pictures in Words or Words in Pictures? New Insights From Indian Print Advertising Research
Avinandan MukherjeeIndian Institute of Management
Introduction
The question that research needs to address is whether an advertisement copy may substitute for pictures in print advertisements. If it does, what kind of advertisement copy has a greater impact? Another question is whether the effectiveness of advertisement copy is the same, irrespective of the level of involvement for the product being advertised. Not much work has been done in this area in an attempt to see the level of effectiveness of pictures and advertisement copy with imagery....