haku: @freeterm print advertising / yhteensä: 8
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| Tekijä: | Decrop, A. |
| Otsikko: | The influence of message format on the effectiveness of print advertisements for tourism destinations |
| Lehti: | International Journal of Advertising
2007 : VOL. 26:4, p.505-525 |
| Asiasana: | advertising tourism advertising campaigns |
| Vapaa asiasana: | print advertising |
| Kieli: | eng |
| Tiivistelmä: | In this study the researcher takes in count four major format components of print advertisements: picture, logo, text and headline. The authors goal is to investigate the impact of each of these components in triggering a response by the target audience. Findings show that picture and text are the prevailing elements, while logo and headline are of little importance. Pictures are especially valuable in attracting the consumer and arousing a behavioural intention, whereas text is most effective in conveying information. |
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