Comprehension, positioning, segmentation and purchase probability

L. J. Jaffe, P. D. Berger and L. F. Jamieson

Omega, 1992, vol. 20, issue 1, 51-57

Abstract: This paper assesses the interactions of comprehension of an ad, positioning and segmentation on purchase probability. The research consisted of a field experiment conducted among 200 women between the ages of 25 and 49; respondents were exposed to print ads that were positioned to portray modern and traditional female roles. The major finding of this research is that the degree to which an ad is comprehended has a real and measurable impact on advertising effectiveness. There is a significant two-way interaction effect between comprehension and positioning and a significant three-way interaction effect among comprehension, positioning and market segment on purchase probability.

Keywords: advertising; effectiveness; comprehension; positioning; segmentation (search for similar items in EconPapers)
Date: 1992
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