RT Journal Article
SR Electronic
T1 Does Your Ad Have Too Many Pictures?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 11
OP 27
DO 10.2501/JAR-40-1-2-11-27
VO 40
IS 1-2
A1 Surendra N. Singh
A1 V. Parker Lessig
A1 Dongwook Kim
A1 Reetika Gupta
A1 Mary Ann Hocutt
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/1-2/11.abstract
AB 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.