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ABSTRACT
Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, significant reductions in advertising-creation and media costs would result. In this paper the authors focus is on long print advertisements that have a low copy-to-picture ratio. They address several research issues, beginning with the fundamental question: Is a longer pictorial ad more effective than its shorter version? Then does a longer multi-picture ad cut through the media clutter more effectively than its shorter version. The moderating influence of reader motivation on the relative effectiveness of a longer versus a shorter ad is the final research question addressed in this study.
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Vol 40 Issue 1-2
