Abstract
This paper explores the relative effectiveness of informational and transformational advertising for health clubs and travel agencies. Print advertisements, representing alternative main message strategies, were examined for these leisure service industries. The notion of "main message strategy," as opposed to individual executional elements of an advertisement, was employed. The advertising main messages were distinguished in terms of their informational versus transformational appeal. Both verbal-only and verbal-pictorial ads were employed. Informational ads were consistently more effective than transformational ads. This finding was particularly noticeable when the informational advertisements were verbal-pictorial, as opposed to verbal-only.
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