III.C.1. The impact of ad format on advertising performance

Project: Research

Project Details


In a context of overabundant ads and saturated consumers, message format is crucial in developing effective advertising campaigns. In this project, four major format components of print advertisements are considered, i.e. picture, logo, text, and headline. The goal is to investigate the effectiveness of each of those components in triggering a response by the target audience.
Effective start/end date13/03/06 → …