Advocacy advertising : a study of the effects of intensity of the message and specification of the adversarial source on attitude, recall, and requests for additional information.
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| Other Authors: | , , |
| Format: | Thesis Book |
| Language: | English |
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1984.
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| Online Access: | Link to ProQuest Copy Link to OAKTrust copy |
| Abstract: | The research investigated the impact of different types of advocacy advertisements on attitudes, recall and behavior. Advertisements varied along two dimensions: strength of the message and specification of the adversary. The effects due to credit card holding were also examined. The possible moderating effects of sex, age, occupation, income, education, and political party affiliation were analyzed. The framework developed by Sethi (1979) was the basis for message development. Social-judgment theory and the Fishbein-Ajzen approach to attitude structure provided the theoretical framework for the study. A field experiment was used to measure the effects of six advocacy messages. Households in ten randomly selected zipcode areas of five western states were sampled. Experimental group members were mailed the same advocacy advertisement during each of two consecutive weeks. A questionnaire was sent in the third week and a followup questionnaire in the fourth. The control group received only the questionnaires. Respondents were asked questions about recall of specific information presented in the advertisement and about attitudes toward the advocacy issue, offshore exploration for oil and gas. Behavior was measured by the number of requests for a brochure offered in the advertisement.Nineteen research hypotheses were tested using parametric methods including analysis of variance and nonparametric methods including the Chi-square test, Spearman's Rho correlation coefficient, and contingency coefficients. No significant effects attributable to the variation in intensity of the message or specification of the adversary were found. There was no evidence that credit card holding was a significant factor. Whether the message was read or not surfaced as an important blocking variable. Those who read some or part of the message had significantly more favorable attitudes toward the issue than those who had not read any of the message. The research is expected to add to the understanding of the effectiveness of different types of advocacy messages. It also provides implications for practitioners who are contemplating or currently use advocacy messages. |
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| Item Description: | "Major subject: Marketing." Typescript (photocopy). Vita. |
| Physical Description: | xiii, 188 leaves : illustrations ; 29 cm |
| Bibliography: | Includes bibliographical references (leaves 156-164). |