haku: @indexterm NETHERLANDS / yhteensä: 1955
viite: 80 / 1955
| Tekijä: | Meurs, L. van Aristoff, M. |
| Otsikko: | Split-second recognition: what makes outdoor advertising work? |
| Lehti: | Journal of Advertising Research
2009 : MARCH, VOL 49:1 p. 82-92 |
| Asiasana: | advertising outdoor advertising research creativity consumer behaviour advertising effectiveness perception netherlands |
| Kieli: | eng |
| Tiivistelmä: | The study examines the duration to recognize the brand or product that is advertised in 187 outdoor posters in Netherlands. A tachistoscope is used for recognition. To measure creative appeal and brand or product recognition, 80 content and format variables was used and an explanatory model was developed. The findings of the study can be divided into three parts: factors to enhance product recognition, factors to delay product or brand recognition and factors to reduce an appeal. Clear branding and inclusion of new product information supported short duration in recognition. Instead large amounts of text and pictures of people, lengthy, large headlines, information cues, humour and images of woman delayed product recognition. In addition short headlines, a somewhat longer body text, and a product shot enhance the creative appeal of posters and specifying a brand name in the headline or providing price information reduced an appeal |
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