1. INTRODUCTION LITERATURE REVIEW HYPOTHESIS
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

2. 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)

3. Advertisement dimensions (Chi² = 92.11, df = 1, p. = 0.0001)
Less than one page
One page or more
Total
The Czech Republic
53.07%
46.3%
100%
France
15.3%
84.7%
Mean
35.9%
64.1%

4. 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 »

5. 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%

6. 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

7. 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.

8. 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.

9. Expectations, and first results obtained
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
Expectations, and first results obtained

10. 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.

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

12. 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

13. 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

14. First results About the spontaneous memorization No answer
Wrong answer
Wrong & right
Right answer
Half page
17% 5% 3%
75%
Full page
16% 2% 4%
78%
This result is obtained only with Half and full page FACE (N=255) not with horse or naked.
The differences between CR Spanish and French is totally incomprehensible and it will be better to not present them before deeper analyse.
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

15. 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
142
103
125
0.002
Full page
157
113
129
0.001
whatever the size we have Aad CR > France > Spain
And inside each country the size has no effect (results not showed)

16. 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
118
137
115
0.09
Full page
142
126
133
0.36
whatever the size we have no country effect at level p<0.05
and we have no size effect (results not showed)

17. CR-Intention > Spain > France
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
143
137 86
0.000
Full page
155
132
113
0.001
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)

18. F-Intention > Spain > CR
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
100
113
160
0.000
Full page
134
167
whatever the size we have a strong effect of the country with :
F-Intention > Spain > CR
 The size has no effect inside each country

19. 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

20. Thank you for your attention!
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
Thank you for your attention!

21. Scanning of questionnaires was developed
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
Scanning of questionnaires was developed

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