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| Tekijä: | Houston, M. J. Childers, T. L. Heckler, S. E. |
| Otsikko: | Picture-word consistency and the elaborative processing of advertisements. |
| Lehti: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 359-369 |
| Asiasana: | ADVERTISING EFFECTIVENESS PRODUCT IMAGE |
| Kieli: | eng |
| Tiivistelmä: | Verbal and nonverbal elements of marketing communications are discussed. Previous research is reviewed. A report is presented about a research programme which examines alternative combinations of pictorial and verbal material in print advertisements. Consumer memory for messages in which the semantic content of pictorial material is consistent with or discrepant from the verbal copy is tested. Theoretical foundations are outlined and hypotheses are formulated. The experiments are described in detail. Explanations are presented about the results. Possible directions for future research are summarized. |
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