Advertising · Controlled experimental comparison of elemental advertising treatments and consumer responses.
Advertising Effects? An Elemental Experiment
Australasian Marketing Journal · 2018
Summary
Specific advertising elements produced separable effects on attention, attitude, and response; aggregate creative labels obscured which elements drove performance.
For your marketing
Possible founder application
Use as a bounded example of advertising effects? an elemental experiment; compare its context and design with your own market before applying its result.
Reported result
What the study found
Specific advertising elements produced separable effects on attention, attitude, and response; aggregate creative labels obscured which elements drove performance.
Research question
What the authors investigated
Advertising Effects? An Elemental Experiment?
Design
Controlled experimental comparison of elemental advertising treatments and consumer responses.
Sample and setting
Consumers exposed to alternative advertising elements in an experimental marketing setting.
Scope and transfer
Limitations to keep in view
Experimental stimuli and short-run response measures may not predict long-run sales or real-world campaign interactions. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
The directly fetched publisher/Crossref DOI record identifies a peer-reviewed empirical advertising experiment. Publisher page was directly retrieved; detailed full-text methods were not independently verified.