Investigation of the Effects of Print Advertisements on Consumer Memory

Kambiz Heidarzadeh Hanzaee ； Mozhgan Haghgooei

《Research Journal of Applied Sciences, Engineering and Technology》 4卷9期 (2012/05) Pp. 1211-1214

並列摘要

The main objective of this research is to investigate the effect of pictures and accompanying verbal information on print advertising. This research was conducted at Islamic Azad University, Qazvin branch-Iran, and the respondents were chosen from among the students of this university. Three hundred eighty five (385) Questionnaires were distributed by stratified random sampling method (proportional to volume) between students of different faculties and non-parametric inferential statistics (Paired sample Non-parametric Wilcoxon Test) was used to test the research hypothesis. The findings show that adding pictures to high imagery words will considerably increase the advertising recall. Also in aided recall, will not increase the recall of the advertising.

並列關鍵字

Advertising recall ； aided recall ； consumer memory ； imagery ； unaided recall