Title: The Effect on Sales of Color in Newspaper Advertisements
Abstract: Abstract Little empirical research is available on the effects on retail sales of the use of color in newspaper advertising. This study analyzes the results of two experiments conducted by the Long Beach Independent Press-Telegram, and concludes that median sales volume gains of approximately 41% may be realized by using one-color, single-exposure newspaper ads, instead of otherwise identical black-and-white ads, for price-reduced items. This conclusion is supported by statistical analysis of empirical data on actual sales.
Publication Year: 1980
Publication Date: 1980-12-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 33
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot