qqr final presentation
TRANSCRIPT
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The Effects of Copy on Product Recall and Purchasing Intent
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Intro
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Does the information provided in a print ad’s copy affect the subsequent recall and recognition of a brand?
Study
Purpose
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Literature
Review
Literature
Review
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2 Seconds
Literature
Review
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90% view
image first2% view written
content first
Literature
Review
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Images
Are
Simple to
processEasy to
remember
Express
emotions
effectively
Communicate
quickly
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Ratio of image
to text correlates with attention
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Ratio of image
to text correlates with attention
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Design Complexity
VS.
Feature Complexity
Recall, recognition & appeal
Number of Ad elements
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Effects of Product information
New-product
information
enhances
recognition
and appeal
Negatively
effects
recognition
and appeal
of ad
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H1: People do not read advertisement copy.
H2: Recall of advertisement will be equivalent between experimental and control groups.
H3: Purchase intention will be equivalent between experimental and control groups.
H4: Advertisement graphics will be first thing participants noticed when exposed to ad.
Hypothesis
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Methodology
+
Cross Sectional Study with
79
Participant
s
Randomly
Exposed
+
Personally
Administered
+
Questionna
ire
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两组对比实验
Me
tho
dolo
gy
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Methodology
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Randomization, us
ed four different
advertisements
and the same
questionnaire
Comparisons
between
control and
experimental
group
Quasi-
experimental
design
+TWO
+one
+three
Methodology
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Literature
Review
Result
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Total
79
+
+
+
+
Percentage
51.9%
See graphic first
52
Percentage
65.8%
Read copy
41
Main
Findings
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Consumer
Recall
Original ad Dummy ad
Number of people 26 33
Percentage ofparticipants
76.5% 73.3%
Main
Findings
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0
0.5
1
1.5
2
2.5
2.39
1.38
Average purchase Intent (out of 4)
Average …
Main
Findings
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Copy Still
Matters!
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0.0%
20.0%
40.0%
60.0%
80.0%
71.4%
45.9%
Percentage of people reading copy
Percentage of …
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
57.5%
46.2%
Pe
rce
nta
ge
of
pe
op
le
rea
din
g c
op
y
Percentage …
• Participant reactivity
• “Popular” Dummy ads
• On-line vs off-line viewing habit
Oth
er
Fin
din
gs
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Managerial Relevance
be careful
Helpful to know when
manager is making a
decision concerning
copyCannot overlook
copy!
Avoid bias and be mindful
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TEAM
Yuting Chen Alex Ferraro Holiday HeMary Adams Bode
THANKS