Title: The Brand Communication Effects of using a Headline to Prompt the Key Benefit in ADS with Pictorial Metaphors
Abstract: Abstract This study investigated the differential effects of adding an explanatory headline to ads with a pictorial metaphor on brand communication effects. An experimental study compared the effects of adding a moderate headline, which gives a clue to the ad's message, or a complete headline, which clearly spells out the ad's message, to an ad without a headline. Results show that a complete headline leads to more positive brand communication effects than a moderate headline or no headline at all. A complete headline results in stronger brand beliefs about the key benefit conveyed by the pictorial metaphor, which in turn leads to a more positive brand attitude.
Publication Year: 2012
Publication Date: 2012-07-01
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