Volume 7, Issue 5, October 2018, Page: 136-143
The Effects of Feature and Benefit Sentences in Advertising Copy on Consumers’ Memory and Attitudes
Robert W. Meeds, Department of Communications, California State University, Fullerton, USA
Olan F. Farnall, Department of Advertising, Texas Tech University, Lubbock, USA
Received: Jul. 5, 2018;       Accepted: Sep. 20, 2018;       Published: Sep. 29, 2018
DOI: 10.11648/j.ijber.20180705.12      View  283      Downloads  39
Abstract
The objective of this study was to empirically test how these dependent variables are influenced by features and benefits in advertising copy. Advertising copy testing research has produced conflicting results regarding the independence of recall, recognition and attitude constructs. Most copy-testing research, however, has focused on consumers’ responses to the ad as a whole. The study reported here focuses on sentence-level manipulations to determine how variations in sentence patterns influence consumer memory and attitudes for advertised claims. A within-subjects experiment using magazine ads as stimuli was conducted in which the presence or absence of pairs of consumer benefit and product feature sentences were manipulated. The dependent variables were phrase recognition, morpheme recall and attitude toward the ad. Results showed that benefit and feature sentences did not improve recognition memory for phrases. However, ads with benefits or features enhanced morphemic recall and attitudes compared to the control condition. In particular, for ads that contained integrated benefit sentences and feature sentences together, an interactive effect was observed. Readers of these copy blocks displayed more positive attitudes toward the ad and higher levels of morpheme recall than benefits-only or features-only ads. The results are consistent with predictions from construal level theory, which has shown that benefit-based appeals are more effective in high construal situations while benefit- and attribute-based appeals are equally effective in low construal situations.
Keywords
Advertising, Copy Testing, Benefits, Features, Phrase Recognition, Morpheme Recall
To cite this article
Robert W. Meeds, Olan F. Farnall, The Effects of Feature and Benefit Sentences in Advertising Copy on Consumers’ Memory and Attitudes, International Journal of Business and Economics Research. Vol. 7, No. 5, 2018, pp. 136-143. doi: 10.11648/j.ijber.20180705.12
Copyright
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Reference
[1]
Abraham, Magid and Leonard Lodish (1989), Advertising Works, A Study of Advertising Effectiveness and the Resulting Strategic and Tactical Implications, Chicago: Information Resources, Inc.
[2]
Anderson, Norman H. and Cheryl C. Graesser (1976). An information integration analysis of attitude change in group discussion. Journal of Personality and Social Psychology, Vol 34 (2), Aug 1976, 210-222.
[3]
Bradley, S. D. & Meeds, R. (2004). “The effects of sentence-level context, prior word knowledge, and need for cognition on information processing of technical language in print ads,” Journal of Consumer Psychology, 14 (3), 291-302.
[4]
Caffyn, John M. (1965), “Teleplex Testing of TV Commercials,” Journal of Advertising Research 5 (2), 29-37.
[5]
Clancy, Kevin J, and Samuel Rabino (2007), “The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity,” Journal of Advertising Research 47 (1), 95-102.
[6]
Clancy, Kevin J, and Lyman E. Ostlund (1976), “Commercial Effectiveness Measures,” Journal of Advertising Research 16 (1), 29-34.
[7]
Chamblee, Robert, Robert Gilmore, Gloria Thomas and Gary Soldow (1993), “When Copy Complexity Can Help Ad Readership,” Journal of Advertising Research 33 (3), 9-21.
[8]
Drane, Robert, (1988), “Boosting the Odds of Advertising Success,” in Evaluating the Effects of Consumer Advertising on Market Position Over Time: How to Tell Whether Advertising Works, Stephen Bell, ed., Summary of A Marketing Science Institute Conference, Cambridge, MA: Marketing Sciences Institute.
[9]
Du Plessis, Erik (2005). The Advertised Mind: Ground-Breaking Insights into How our Brains Respond to Advertising. New York: Millward Brown.
[10]
Finn, Adam (1992). “Recall, Recognition and the Meausurement of Memory for Print Advertisements: A Reassessment,” Marketing Science, 11: 1, 95-100.
[11]
Haist, Frank, Arthur P. Shimamura, and Larry R. Squire (1992). “On the Relationship Between Recall and Recognition Memory,” Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol 18 (4), Jul 1992, 691-702.
[12]
Haley, Russell I. and Allan L. Baldinger (2000), “The ARF Copy Research Validity Project,” Journal of Advertising Research 40 (6), 114-135.
[13]
Hernandez, J. C., Wright, S. A., and Rodrigues, P. F. (2015). “Attributes versus benefits: The role of construal levels and appeal type on the persuasiveness of marketing messages.” Journal of Advertising, 44 (3), 243-253.
[14]
Huhmann, B. A. Franke, G. R., and Mothersbaugh, D. L (2012). “Print advertising: Executional factors and the RPB grid.” Journal of Business Research, 65, 849-854.
[15]
Kosslyn, Stephen M. (1987). “Seeing and Imagining in the Cerebral Hemispheres: A Computational Approach,” Psychological Review, 94: 2, 148-175.
[16]
Krugman, Herbert (1977, reprinted 2000). “Memory Without Recall, Exposure Without Perception,” Journal of Advertising Research, 40: 49-54.
[17]
Leigh, James H., George M. Zinkhan, and Vanitha Swaminathan (2006). “Dimensional Relationships of Recall and Recognition Measures with Selected Cognitive and Affective Aspects of Print Ads,” Journal of Advertising, 35: 1 105-122.
[18]
Lowrey, Tina M. (2006), “The Relation Between Script Complexity and Commercial Memorability,” Journal of Advertising 35 (3), 7-15.
[19]
Lowrey, Tina M., L. J. Schrum, and Tony M. Dubitsky (2003), “The Relation Between Brand-Name Linguistic Characteristics and Brand-Name Memory,” Journal of Advertising 32 (3), 7-17.
[20]
MacInnis, Deborah J. and Bernand J. Jaworski (1989), “Information Processing from Advertisements: Toward an Integrative Framework,” Journal of Marketing 53 (4), 1-23.
[21]
Mayzlin, Dina and Jiwoong Shin (2011), “Uninformative Advertising as an Invitation to Search,” Marketing Science 30 (4), 666-685.
[22]
Meeds, Robert (2004), “Cognitive and Attitudinal Effects of Technical Advertising Copy: The Roles of Gender, Self-assessed and Objective Consumer Knowledge,” International Journal of Advertising, 23, 309-335.
[23]
Meeds, Robert, and Bradley, S. (2007). “The role of important product attribute sentences in advertising recall and attitudes.” In T. Lowrey (Ed.), Psycholinguistic Phenomena in Marketing Communications. Mahwah, NJ: Lawrence Erlbaum.
[24]
Meyvis, Tom and Chris Janiszewski (2002), “Consumers’ Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information,” Journal of Consumer Research 28 (3), 618-635.
[25]
Ostlund, Lyman E. (2002), “Advertising Copy Testing” A Review of Current Practices, Problems and Prospects,” Current Issues and Research in Advertising 24 (1), 87-105.
[26]
Samuelsen, Bendik M. and Lars Erling Olsen (2010), “Promising Attributes and Experiences: Attitudinal Responses to Functional versus Experiential Ad Claims and the Moderating Role of Involvement,” Journal of Advertising 39 (2), 65-77.
[27]
Stewart, David W. (1992), “Speculations on the Future of Advertising Research,” Journal of Advertising 21 (3), 1-18.
Browse journals by subject