Advertising and promotion · Controlled experimental comparison of elemental advertising treatments and consumer responses.
Advertising Effects? An Elemental Experiment
J. L. Lodish, M. M. Abraham, J. S. Kalmenson (2018). Advertising Effects? An Elemental Experiment. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2018.09.002
Plain-English take
Specific advertising elements produced separable effects on attention, attitude, and response; aggregate creative labels obscured which elements drove performance.
How much weight to give this
3/5 Empirical evidence with some design limits
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Controlled experimental comparison of elemental advertising treatments and consumer responses.
Consumers exposed to alternative advertising elements in an experimental marketing setting.
Comparison details need confirmation in the full paper.
Only the publisher page was checked; full-text methods are not established.
Double-blind? Blinding was not established from the publisher page; this is not evidence that blinding was or was not used.
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.
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.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
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.
Evidence access
Publisher article page; full-text availability varies and was not established in this review.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.