Cognigraphic Analysis of Headline Impact on Advertising Recall*

Yoo-Kyung Kim

International Area Studies Review, 1999, vol. 2, issue 1, 175-188

Abstract: Cognigraphics analysis is designed to break down ideas (e.g. sentences, pictures, messages or ads) into their elemental components. These components are operationalized as objects, attributes and relationships (spatial or temporal) among objects and elements. Findings indicate that (a) ads with headlines focusing on either the consumer or the brand obtain higher recall than those focusing on both the consumer and the brand, and (b) headlines with either spatial or temporal elements obtained higher recall than those with both spatial and temporal elements.

Date: 1999
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/223386599900200108 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:intare:v:2:y:1999:i:1:p:175-188

DOI: 10.1177/223386599900200108

Access Statistics for this article

More articles in International Area Studies Review from Center for International Area Studies, Hankuk University of Foreign Studies
Bibliographic data for series maintained by SAGE Publications ().