Some Questions Concerning the Choice in Size of Print Advertising in an International Context Christian Dianoux University of Metz - France Jana Kettnerová & Zdenek Linhart Czech University of Agriculture in Prague INTRODUCTION LITERATURE REVIEW HYPOTHESIS

Attention, memorisation, beliefs, attitudes, and intentions  consensus that the bigger the ad the higher the probability that the consumer will pay attention (e.g.: Diamond, 1968; Hendon 1973, Finn, 1988, Homer, 1995; Abernethy and Laband, 2004 or for an older publication see Burtt, 1938)  analysis containing 577 advertisements published in 10 French and Czech magazines, that the Czech ads are presented in far inferior formats than those observed in France (Dianoux, Kettnerova, and Linhart, 2005)

Advertisement dimensions (Chi² = 92.11, df = 1, p. = ) (N=577)Less than one page One page or more Total The Czech Republic 53.07%46.3%100% France15.3%84.7%100% Mean35.9%64.1%100%

Economic situation rather than to the creative consideration?  Average cost of a normal page in four colours in the Czech Republic for magazines studied is Euros vs Euros for France  cost per thousand is 135 Euros for the Republic Czech vs 58 Euros for France  Bring the increase of costs the increase in the campaign efficiency?  Danaher and Rust (1994) answer that « the goal becomes to find the level of media spending which maximize the return on investment »

The effect of the ad size on attention  Reader is attentive to size, colour, number of words, prominence to branding, etc. Advertisement’s size declined according to the following hierarchy: double-page, single-page, horizontal half-page, and vertical half-page (Diamond, 1968)  Print ad attention was linked to size and positioning (ad size, cover position, front or back, right or left page) and to size - pictorial characteristics- (color and illustration size) (Finn, 1988)  an increase of 1% of the surface increases attention by 0.85%

The effect of the ad size on memorization  Those who are involved in the ad (moderate involvement) will remember the bigger ad better than the smaller ad  Those who are not involved (low involvement) in the ad will not remember better the name of the advertised brand if it is large (full page)  We think that this is not a distinction between involved and non-involved but a more radical distinction between concerned and not concerned by the product offer

Hypothesis  H1- whatever the involvement of individuals regarding products, a bigger ad will have a bigger impact on attention and memorization than a smaller ad.  H1a- whatever the individual involvement concerning the product, an advertisement on one page will have more impact on the reader used to ads of an inferior size than readers used to this kind of ad size.

The effect of the size on beliefs, attitudes, and intentions  H2- A large ad will have more positive impact on intention, attitudes, and believes (notably concerning quality) than a small ad.  H2a- A full-page ad will have more impact on readers used to ads of an inferior size to the readers used to unchanged formats.

Some Questions Concerning the Choice in Size of Print Advertising in an International Context Expectations, and first results obtained Christian Dianoux University of Metz - France Jana Kettnerová & Zdenek Linhart Czech University of Agriculture in Prague

Costs Based Approach in Company  Abernethy and Laband (2002) propose to use the following formula concerning the impact of the ad (if products within the company are compared):  Profit (loss) from purchasing a larger yellow pages advertisement =  (Increase in the number of calls from new customers because of larger ad  x Percent of calls that result in a customer purchaser  x Profit contribution from a customer's purchases)  - Increase in cost from purchasing a larger display advertisement.

Classic Criteria of Ad Efficiency  attention, memorisation, beliefs, attitudes, and intentions

Research Design  12 page testing journals hid tested ad  Both folders with full, and half page ad were given as two separate samples to students in each of the three countries  10 minutes after the students were showed the journal they were asked to close the magazine  some questions about their attitudes toward the advertising in general (Muehling and Durvasula)  5 questions concerning memorization were asked

Research Design  When everyone had finished answering the first part of the questionnaire they were asked to re- open the folder  4 questions on attention  21 questions on affective reactions (Derbaix)  19 questions about their attitudes toward the ad (Falcy)  4 questions on beliefs  16 questions on product involvement (Kapferer and Laurent) Were asked

First results  About the spontaneous memorization No answer Wrong answer Wrong & right Right answer Half page17%5%3%75% Full page16%2%4%78% Khi²= 3,7 – ddl= 3 – p.=0.290 Full page -> SAME memorization of Nokia Ad than Half page Inside each country -> no size effect for memorization

First results  About the Attitude toward the ad (Globally, I like this ad – 7 pts) Mean Rank Kruskal Wallis test CR n=88/91 Spain n=83/86 France n=76/90 Sig. Half page Full page  whatever the size we have Aad CR > France > Spain  And inside each country the size has no effect (results not showed)

First results  About the Attitude toward the brand (I like this phone Nokia – 7 pts) Mean Rank Kruskal Wallis test CR n=88/91 Spain n=83/86 France n=76/90 Sig. Half page Full page  whatever the size we have no country effect at level p<0.05  and we have no size effect (results not showed)

First results  About the intentions (Probability to buy this phone Nokia – 7 pts) Mean Rank Kruskal Wallis test CR n=88/91 Spain n=83/86 France n=76/90 Sig. Half page Full page  whatever the size we have a strong effect of the country with : CR-Intention > Spain > France  The size has no effect inside each country (except for Spain)

First results  About the intentions (Probability to buy this phone Samsung – 7 pts) Mean Rank Kruskal Wallis test CR n=88/91 Spain n=83/86 France n=74/90 Sig. Half page Full page  whatever the size we have a strong effect of the country with : F-Intention > Spain > CR  The size has no effect inside each country

Preliminary Conclusions  There is a strong effect of the country  The size has no effect in this experimentation  Importance to study the ad impact in an international area and maybe differences between users of Internet and print readers

Some Questions Concerning the Choice in Size of Print Advertising in an International Context Thank you for your attention! Christian Dianoux University of Metz - France Jana Kettnerová & Zdenek Linhart Czech University of Agriculture in Prague

Some Questions Concerning the Choice in Size of Print Advertising in an International Context Scanning of questionnaires was developed Christian Dianoux University of Metz - France Jana Kettnerová & Zdenek Linhart Czech University of Agriculture in Prague

Thank you for your attention ! ! ! Christian Dianoux University of Metz France Jana Kettnerová & Zdenek Linhart Czech University of Agriculture in Prague