Abstract
ABSTRACT In this article, we perform a content analysis of 3,770 promotional ads (all print) in India. We found that in line with our expectation, a greater number of non-CFB promotional ads (e.g., discounts/freebies) were used vis-à-vis CFB promotional ads (e.g., contests). We also found a greater incidence of utilitarian promotional ads for utilitarian products and that these tended to use message arguments (versus peripheral cues). Results revealed that hedonic promotions used more print area and were in color. Contrary to expectations, we found that hedonic promotions used as many peripheral cues as message arguments and utilitarian products used as much color as black-and-white.
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