EFFECT OF ADVERTISEMENT SIZE ON THE RELATIONSHIP BETWEEN PRODUCT USAGE AND ADVERTISING EXPOSURE* Johy
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چکیده
This study investigated the hypothesis that the association between prospect status and exposure to print advertising decreases as advertisement size increases. Two definitions of prospect status were used. First, the distinction was made between users and non-users of the type of product which the advertised brand represents. Secondly, among users of the product type, recent users of the advertised brand were differentiated from those who had used some other brand. These two measures were separately related to advertisement noting and reading scores for 99 advertisements that appeared in a British magazine. Contrary to the hypothesis, non-linear relationships were found between advertisement size and the magnitude of usage-exposure associations. Selective processes appeared to affect advertisement reading more than noting.
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