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| Author: | Miller, D. W. Marks, L. J. |
| Title: | The effects of imagery-evoking radio advertising strategies on affective responses |
| Journal: | Psychology & Marketing
1997 : JUL, VOL. 14:4, p. 337-360 |
| Index terms: | RADIO INDUSTRY ADVERTISING STRATEGY RESPONSE RATE |
| Language: | eng |
| Abstract: | This paper examines the effects of imagery-evoking strategies commonly used in radio advertising in influencing mental imagery, ad-evoked feelings and attitude toward the add: vivid verbal messages, instructions to imagine, sound effects. An imagery model based on propositional representations theory is the theoretical basis for the study. The model suggests that sound effects should have the strongest influence on imagery and affect because they should directly activate memory strucutures that contain perceptual information. The vivid verbal message was the next most effective strategy. Instructions to imagine was the least effective of the imagery-evoking strategies. |
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