Manova on print advertising

Abstract

Print advertising is a common form of marketing communication used for the purpose of solicitation, marketing or promoting. With the presence of print ad elements, the advertisement is enhanced. The objective of the research is to determine the effect of different print ad copy elements on attitude towards product and intention to buy. Data were obtained from 100 subjects which are divided into 25 subjects per cell. Data were analyzed using simple 2x2 balanced design full factorial between subjects’ multivariate analysis of variance and some necessary univariate analysis. Both competitive claim and uniqueness claim shown significant main effect on the dependent variables. The univariate tests shown significance of uniqueness claim on the likelihood on buying the product, whereas competitive claim on the liking of the product. It is concluded that the inclusion of print ad elements can affect the attitude towards product and intention to buy.