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Article Information:
Investigation of the Effects of Print Advertisements on Consumer Memory
Kambiz Heidarzadeh Hanzaee and Mozhgan Haghgooei
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: January 30, 2012
Accepted: March 02, 2012
Published: May 01, 2012 |
Abstract:
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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.
Key words: Advertising recall, aided recall, consumer memory, imagery, unaided recall, ,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Mozhgan Haghgooei, . Investigation of the Effects of Print Advertisements on Consumer Memory. Research Journal of Applied Sciences, Engineering and Technology, (09): 1211-1214.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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