1. The Effects of Copy on Product Recall and Purchasing Intent

2. Intro

3. Study
Purpose
Does the information provided in a print ad’s copy affect the
subsequent recall and recognition of a brand?

4. Literature
Review
Literature
Review

5. Literature
Review
2 Seconds

6. Literature
Review
90% view
image first
2% view written
content first

7. Simple to
process
Easy to
remember
Images
Are
Communicate
quickly
Express
emotions
effectively

8. Ratio of image
to text correlates with attention

9. Ratio of image
to text correlates with attention

10. Recall, recognition
& appeal
Number of Ad
elements
Design Complexity
VS.
Feature Complexity

11. Effects of Product information
New-product
information
enhances
recognition
and appeal
Negatively
effects
recognition
and appeal
of ad

13. Hypothesis
H1: People do not read
advertisement copy.
H2: Recall of advertisement will
be equivalent between
experimental and control groups.
H4: Advertisement graphics will be
first thing participants noticed when
exposed to ad.
H3: Purchase intention will be equivalent
between experimental and control
groups.

14. Methodology
+
Cross Sectional Study with
79
Participant
s
+
Personally
Administered
Randomly
Exposed
+
Questionna
ire

15. Methodology
两组对比实验

16. Methodology

17. Methodology
Randomization, us
ed four different
advertisements
and the same
questionnaire
+
TWO
+
Comparisons
between
control and
experimental
group
one
Quasiexperimental
design
+
three

18. Literature
Review
Result

19. Main
Findings
+
+
Total
79
Read copy first
See graphic
41 52
+
Percentage
Percentage
51.9%
65.8%
+

20. Main
Findings
Consumer
Recall
Original ad
Dummy ad
Number of people
26
33
Percentage of
participants
76.5%
73.3%

21. Average purchase Intent (out of 4)
2.39
2.5
2
1.38
1.5
1
0.5
0
Average…
Main
Findings

22. Copy Still
Matters!

23. Percentage of people reading copy
71.4%
80.0%
60.0%
45.9%
40.0%
Percentage of…
20.0%
0.0%

25. Percentage of people
reading copy
Other
Findings
57.5%
• Participant reactivity
• “Popular” Dummy ads 60.0%
50.0%
• On-line vs off-line viewing habit
40.0%
30.0%
20.0%
10.0%
0.0%
46.2%
Percentage…

26. Managerial Relevance
Helpful to know when
manager is making a
decision concerning
copy
Cannot overlook
copy!
be careful
Avoid bias and be mindful

27. TEAM
Yuting Chen
Mary Adams Bode
THANKS
Alex Ferraro
Holiday He