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 ISSN 1753-0296 The mission of the International Journal of Business Science and Applied Management is to disseminate academic knowledge across the business and management scientific realms and to provide applied research knowledge to the appropriate stakeholders. We are keen to receive original contributions from researchers representing any business and management field. [More] |
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The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India
Download Reference in BibTex Format Volume 5 / Issue 2 / Pages 17-28 - Papers in the same Issue by Chattopadhyay, T. The purpose of this paper is to explore the most effective print advertising strategy in terms of message strategy and execution framework for teenage boys in India. Teenage boys (n = 400) watched twenty advertisements in which message strategy and execution framework were manipulated in a 2x10 completely crossed factorial design and were asked to rate their attention, comprehension, retention, attitudes and purchase motivation about these advertisements. Results suggest that affective message strategy along with personality symbol as execution framework is most effective for teenage boys. Findings are then discussed. Keywords: print advertising, information processing, message strategy, execution framework, teenage boys Downloads: 1116 - For more statistics please visit our statistics page. 
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