کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017916 940321 2012 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Print advertising: White space
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Print advertising: White space
چکیده انگلیسی

A survey of North American ad agency creative directors (n = 31) reveals that they use the “white space” executional format in print ads mainly to advertise new brands of products rather than services. Their not necessarily mutually exclusive reasons for designing a predominantly white-space ad are (1) artistic – the ad “looks good,” (2) to increase attention to the ad overall, (3) to focus attention on the product and the brand name, and (4) to convey brand prestige. None of the creative directors reported that their clients follow Ambler and Hollier's (2004) theory of deliberately using white-space ads to signal an extravagant budget and therefore a superior quality product. To the contrary, almost half of the clients were reportedly concerned about “paying for wasted space” in agreeing to run a white-space ad.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 6, June 2012, Pages 855–860
نویسندگان
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