Work

Examining The Stimulus Characteristics of Effective Marketing Communications

Year: 2011

Type: article

Abstract: This study, utilizing an experimental design, assessed the effects of color, size, and shape on printed marketing communication materials. Attitudinal, cognitive, and physiological measures were utilized in examining the effects of the three factors. Color was found to be the most important factor in influencing attention, attraction, and retention. Some support was also found for the use of larger print materials. Finally, several marketing implications of the study are considered.

Source: Journal of Applied Business Research (JABR)

DOI: 10.19030/jabr.v8i3.6152

Authors: Matthew D. Shank, Raymond LaGarce, Thomas C. Werner

Institutions: Northern Kentucky University, Southern Illinois University Carbondale

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2185437136

FWCI:

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