Emailing experts and novices : effects of knowledge, copy type and testimonials on email advertising effectiveness
Data(s) |
2006
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Resumo |
In this article we examine how consumer knowledge and two aspects of email ad design (copy type and testimonial type) influence attitudes and purchase intentions. Results from a field experiment reveal differences between experts and novices in their responses to email advertising. Specifically, experts report more favorable evaluations for email advertising than novices. Experts also demonstrate a preference for expert testimonials, when exposed to attribute copy. Yet when benefits-only ad copy was used, experts are most influenced by novice testimonials. In contrast, novice consumers show no copy-testimonial preference. Expert testimonials are also more effective than novice testimonials for expert and novice consumers. We discuss the results with respect to theoretical contributions and managerial implications. |
Formato |
application/pdf |
Identificador | |
Relação |
http://eprints.qut.edu.au/28285/1/c28285.pdf http://www.emac-online.org/r/default.asp?iId=IHGMD Martin, Brett, Pullen, Zac, Vincent, Aaron, & Wentzel, Daniel (2006) Emailing experts and novices : effects of knowledge, copy type and testimonials on email advertising effectiveness. In Proceedings of the 35th European Marketing Academy Annual Conference, Athens University of Economics & Business, Athens. |
Direitos |
Copyright 2006 Please consult authors. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #150599 Marketing not elsewhere classified #150506 Marketing Theory #email marketing #cruise ships #knowledge #testimonials |
Tipo |
Conference Paper |