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 language | English |
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Pages (from-to) | 91-104 |
Number of pages | 14 |
Journal | Journal of Marketing Communications |
Volume | 1 |
Issue number | 2 |
DOIs | |
Publication status | Published - Jun 1995 |
Externally published | Yes |
Keywords
- Agency perceptions
- Press advertisements
- Success elements