A field test of the effectiveness of different print layouts: A mixed model field experiment in alternative advertising

Journal of Promotion Management

Volumn 17, Issue 1, 2011, Pages 61-75

  Lehmann, Dominik ^a   Shemwell, Donald J ^b  

^a Advertising Research Specialist for Interone Worldwide   (Germany)

^b EAST TENNESSEE STATE UNIVERSITY   (United States)

Author keywords

Advertising effectiveness; Alternative advertising; Cognitive processing; Comparative efficacy testing; Copy dominant ads; Mixed model ANOVA; Print ad field experiment; Visual dominant ads

Indexed keywords

EID: 79952793237     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1080/10496491.2011.553787     Document Type: Article

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