PT  - JOURNAL ARTICLE
AU  - Stefan Hampel
AU  - Daniel Heinrich
AU  - Colin Campbell
TI  - Is An Advertisement Worth The Paper It's Printed on?
AID  - 10.2501/JAR-52-1-118-127
DP  - 2012 Mar 01
TA  - Journal of Advertising Research
PG  - 118--127
VI  - 52
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/52/1/118.short
4100  - http://www.journalofadvertisingresearch.com/content/52/1/118.full
SO  - J Advert Res2012 Mar 01; 52
AB  - Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This article investigates the effect of premium-print advertising techniques on the key constructs of advertising impact and consumer behavior through a field experiment using participants drawn from the general population. Results show that tested advertisements employing premium-print technologies convey a greater sense of uniqueness and prestige than conventional advertising, boost consumer attitudes toward an advertisement as well as toward the brand, and enjoy higher ratings on measures of willingness to buy, positive word of mouth, and consumer willingness to pay a price premium.