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Peter B. Turk 《广告杂志》2013,42(2):61-62
Abstract A mall-intercept study recruited 601 subjects in three cities who viewed simulated Yellow Pages ads for florists or caterers. Ad information was either generally stated or specific to the product involved. Ads either did or did not contain color. Color was used to attract attention to the ad or else to enhance product appearance. Subjects selected an initial consideration set and a final set of ads to call. Ads with product-specific information were more likely to be considered and called. Findings showed that ads with color were more likely to be considered, but only using product-enhancing color increased chances that an ad would be called. Ads that used enhancing color in a manner that substantiated verbal claims were most likely to be called first. 相似文献
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Terrence H. Witkowski 《广告杂志》2013,42(4):66-67
Abstract Leckenby, John D. and Shizue Kishi (1982), “How Media Directors View Reach/Frequency Estimation,” Journal of Advertising Research, 22 (June/July), 64–69. Reviewed by Charles Frazer Millman, Nancy (1988), EMPERORS OF ADLAND, New York: Warner Books, 225 pp. $18.95. Reviewed by Charles Frazer 相似文献