Services Marketing Quarterly · 2008 · 18 citations · 21 references
BusinessMarketingMarketing ManagementAdvertisingBrand ManagementConsumer BehaviorAdvertising PersuasionAdvertising PsychologyAdvertising StrategyBrand ImageCreative AdvertisingCreative StrategyAd Creative EffectivenessAdvertising Message DesignConsumer Attitudes Toward AdsEmotion-based AdvertisingPersuasive Visual CommunicationVisual Communication In AdvertisingVisual MarketingVisual Rhetoric In Advertising
The generic approach is the most frequently used creative message strategy currently used in advertising. Such an approach provides little opportunity for an ad to stand out and be noticed. The role of the visual element in creating effective generic advertisements was examined in this study using an experimental design to investigate the impact of four different visual strategies, within the context of a good and a service. Data were collected from 528 students. Results indicate that when advertisements use a generic creative message strategy, an emotional visual creates the strongest results. Further, data analysis indicated the visual element was a strong driver of attitude towards the ad, which in turn drove attitude towards the brand and purchase intentions. Differences were found between the advertising of a good and a service in terms of the role of the visual and the development of the brand.
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Picture-Based Persuasion Processes and the Moderating Role of Involvement
Paul W. Miniard, Sunil Bhatla, Kenneth R. Lord et al. · Journal of Consumer Research · 1991 · 411 citations