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ROP Color and Its Effect on Newspaper Advertising.

Authors :
Gardner, Burleigh B.
Cohen, Yehudi A.
Source :
Journal of Marketing Research (JMR); May64, Vol. 1 Issue 2, p68-70, 3p
Publication Year :
1964

Abstract

The authors report a study of reactions to four department store ads, two with color and two black and white. The ads with color evoked more positive reactions to the merchandise and were more often identified with higher status storm. [ABSTRACT FROM AUTHOR]

Subjects

Subjects :
NEWSPAPER advertising
DEPARTMENT stores
COLOR in advertising
COLOR
MARKETING
PRINT advertising
MAGAZINE advertising
CONSUMER research
MARKETING research
CONSUMER behavior

Details

Language :
English
ISSN :
00222437
Volume :
1
Issue :
2
Database :
Complementary Index
Journal :
Journal of Marketing Research (JMR)
Publication Type :
Academic Journal
Accession number :
6847135
Full Text :
https://doi.org/10.2307/3149925
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