The Effects of Copy on Product Recall and Purchasing Intent

Intro

Does the information provided in a print ad’s copy affect the subsequent recall and recognition of a brand?

Study

Purpose

Literature

Review

Literature

Review

2 Seconds

Literature

Review

90% view

image first2% view written

content first

Literature

Review

Images

Are

Simple to

processEasy to

remember

Express

emotions

effectively

Communicate

quickly

Ratio of image

to text correlates with attention

Ratio of image

to text correlates with attention

Design Complexity

VS.

Feature Complexity

Recall, recognition & appeal

Number of Ad elements

Effects of Product information

New-product

information

enhances

recognition

and appeal

Negatively

effects

recognition

and appeal

of ad

H1: People do not read advertisement copy.

H2: Recall of advertisement will be equivalent between experimental and control groups.

H3: Purchase intention will be equivalent between experimental and control groups.

H4: Advertisement graphics will be first thing participants noticed when exposed to ad.

Hypothesis

Methodology

+

Cross Sectional Study with

79

Participant

s

Randomly

Exposed

+

Personally

Administered

+

Questionna

ire

两组对比实验

Me

tho

dolo

gy

Methodology

Randomization, us

ed four different

advertisements

and the same

questionnaire

Comparisons

between

control and

experimental

group

Quasi-

experimental

design

+TWO

+one

+three

Methodology

Literature

Review

Result

Total

79

+

+

+

+

Percentage

51.9%

See graphic first

52

Percentage

65.8%

Read copy

41

Main

Findings

Consumer

Recall

Original ad Dummy ad

Number of people 26 33

Percentage ofparticipants

76.5% 73.3%

Main

Findings

0

0.5

1

1.5

2

2.5

2.39

1.38

Average purchase Intent (out of 4)

Average …

Main

Findings

Copy Still

Matters!

0.0%

20.0%

40.0%

60.0%

80.0%

71.4%

45.9%

Percentage of people reading copy

Percentage of …

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

57.5%

46.2%

Pe

rce

nta

ge

of

pe

op

le

rea

din

g c

op

y

Percentage …

• Participant reactivity

• “Popular” Dummy ads

• On-line vs off-line viewing habit

Oth

er

Fin

din

gs

Managerial Relevance

be careful

Helpful to know when

manager is making a

decision concerning

copyCannot overlook

copy!

Avoid bias and be mindful

TEAM

Yuting Chen Alex Ferraro Holiday HeMary Adams Bode

THANKS