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Print advertising: Executional factors and the RPB Grid

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  • Huhmann, Bruce A.
  • Franke, George R.
  • Mothersbaugh, David L.

Abstract

This study examines the effects of print ad execution variables on attention and processing as measured by Starch Noted, Associated, and Read most scores—on a univariate basis, then multivariate, and finally within the quadrants of the Rossiter–Percy–Bellman (RPB) Grid. Findings show that executional factors should create high noting scores because initial attention largely determines whether the brand is noticed and its message in the copy read. Univariate and multivariate effects of pictorial and verbal executional factors, ad placement factors, and message style mainly confirm the magazine ad attention tactics in the textbooks by Rossiter and Bellman (2005) and Rossiter and Percy (1997) but with several interesting exceptions. Six of the 16 executional factors investigated differed as a function of the product involvement dichotomy and product purchase motive dichotomy in the RPB Grid. Most (10 of 16), however, apply to all magazine ads, independent of RPB Grid dimensions.

Suggested Citation

  • Huhmann, Bruce A. & Franke, George R. & Mothersbaugh, David L., 2012. "Print advertising: Executional factors and the RPB Grid," Journal of Business Research, Elsevier, vol. 65(6), pages 849-854.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:849-854
    DOI: 10.1016/j.jbusres.2011.01.006
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    References listed on IDEAS

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    1. Smith, Michael & Kohn, Robert & Mathur, Sharat K., 2000. "Bayesian Semiparametric Regression: An Exposition and Application to Print Advertising Data," Journal of Business Research, Elsevier, vol. 49(3), pages 229-244, September.
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    Cited by:

    1. Mundel, Juan & Huddleston, Patricia & Vodermeier, Michael, 2017. "An exploratory study of consumers’ perceptions: What are affordable luxuries?," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 68-75.
    2. Dae-Young Kim & Sung-Bum Kim & Kathleen Jeehyae Kim, 2019. "Building corporate reputation, overcoming consumer skepticism, and establishing trust: choosing the right message types and social causes in the restaurant industry," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 363-388, June.

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