SHOULD ADVERTISERS USE NUMBER‐BASED COPY IN PRINT ADVERTISEMENTS?

1 March 1986

journal article
Published by Emerald Publishing in Journal of Consumer Marketing

Vol. 3 (3) , 71-79
https://doi.org/10.1108/eb008172

Abstract

Recently it is becoming more common for advertisers to employ numbers and statistics in their print advertisements. However, there has been no published research that investigates how this number-based copy influences the reader. This study presents the results of a controlled experiment in which a number-oriented versus a non-number-oriented ad was manipulated for a consumer durable and a consumer nondurable product. The results indicate that readers perceived the number-based ad to be more informative than a similar ad without numbers, regardless of the type of product being advertised. The findings from this study can help advertisers create more effective advertisements which could ultimately enhance sales.

Keywords

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