Industrial AD Readership as a Function of Headline Type

Publisher Website
Google Scholar
Abstract
Despite the importance attributed to the headline by advertising professionals, research on the question of how the headline affects advertising effectiveness is limited, and the existing research evidence indicates that the headline does not enhance the effectiveness of either consumer or industrial ads. This investigation examines the question of how seven headline types affect industrial ad readership. Results obtained by analysis of variance reveal two significant points: first, one headline type will produce no higher industrial ad readership scores than another headline type and second, ad readership data should be transformed before analysis.

This publication has 2 references indexed in Scilit: