Are cartoon ads effective for adult consumers?
by Pakakorn Rakrachakarn; George P. Moschis
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 8, No. 2, 2013

Abstract: The purpose of this study is to investigate the effects of cartoons in advertising. An experiment was conducted to assess consumer responses towards cartoons and non-cartoon ads of both high and low involvement products. The results revealed an interaction between ad design and involvement level. Specifically, cartoons were not effective in terms of attention, comprehension, credibility, and attitude towards the brand when used in ads of low-involvement products, but yielded positive cognitive responses (attention and comprehension) in high involvement products. These findings have implications for advertisers and marketers in determining the ad designs when cartoons are considered most suitable for promoting different types of products.

Online publication date: Sat, 12-Jul-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com