the Choice in Size of Print Advertising in an International Context.pptVIP

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the Choice in Size of Print Advertising in an International Context.ppt

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the Choice in Size of Print Advertising in an International Context.ppt

Attention, memorisation, beliefs, attitudes, and intentions consensus that the bigger the ad the higher the probability that the consumer will pay attention (e.g.: Diamond, 1968; Hendon 1973, Finn, 1988, Homer, 1995; Abernethy and Laband, 2004 or for an older publication see Burtt, 1938) analysis containing 577 advertisements published in 10 French and Czech magazines, that the Czech ads are presented in far inferior formats than those observed in France (Dianoux, Kettnerova, and Linhart, 2005) Advertisement dimensions (Chi2 = 92.11, df = 1, p. = 0.0001) Economic situation rather than to the creative consideration? Average cost of a normal page in four colours in the Czech Republic for magazines studied is 6.860 Euros vs. 26.721 Euros for France cost per thousand is 135 Euros for the Republic Czech vs 58 Euros for France Bring the increase of costs the increase in the campaign efficiency? Danaher and Rust (1994) answer that ??the goal becomes to find the level of media spending which maximize the return on investment?? The effect of the ad size on attention Reader is attentive to size, colour, number of words, prominence to branding, etc. Advertisement’s size declined according to the following hierarchy: double, single, horizontal half, and vertical half(Diamond, 1968) Print ad attention was linked to size and positioning (ad size, cover position, front or back, right or left page) and to size - pictorial characteristics- (color and illustration size) (Finn, 1988) an increase of 1% of the surface increases attention by 0.85% The effect of the ad size on memorization Those who are involved in the ad (moderate involvement) will remember the bigger ad better than the smaller ad Those who are not involved (low involvement) in the ad will not remember better the name of the advertised brand if it is large (full page) We think that this is not a distinction between involved and non-involved but a more radical distinction between concerned and not concerned b