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: Wed, 08-Jan-2014

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