Perceptions of agency executives on dimensions of press advertisement effectiveness

David Shipley, John Fahy, Colin Egan, Tormod Haugen

Research output: Contribution to journalArticlepeer-review

Abstract

There is a vast descriptive and prescriptive literature relating to effective press advertisement design. However, there has been very limited research on the perceptions of advertising agency professionals faced with daily responsibility for developing effective advertisements. This potentially rich source of knowledge is tapped in this paper through a study of what the professionals perceive as the determinants of effective designs. The paper discusses results concerning a wide range of the variables comprising an advertisement and in an interpretation of the key findings it develops a prototype model for formulating an effective press advertisement.

Original languageEnglish
Pages (from-to)91-104
Number of pages14
JournalJournal of Marketing Communications
Volume1
Issue number2
DOIs
Publication statusPublished - Jun 1995
Externally publishedYes

Keywords

  • Agency perceptions
  • Press advertisements
  • Success elements

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