Split advertising technique involves two distinct and separate components that must be jointly experienced to receive the entirety of a message. An example is a Nike ad that began on TV and then was completed at a web site. This mode of presentation is termed the “split advertising technique” or simply, the “split ad technique” as well as Hybrid style of advertising. The objective of this investigation is to explore the effectiveness of the split ad technique. Experiment 1 provides evidence that split ads can increase attitudes of light users. This increase seems due to the importance attached to the information contained in the second part of the split ad. In experimentation two, in addition to replicating results from Experiment 1, a more complex pattern of responses is discovered when timing of measurement is considered. For measurements taken immediately after exposure to the advertising materials, enhanced attitudes and attribute importance were again manifest for light users exposed to a split ad, and undermined attitudes were observed for heavy users. However, for measures taken after a week’s delay, the positive influence on light users did not persist. The negative impact on heavy users, however, was enduring. Results of two experiments indicate that a split ad can focus attention on information contained in its latter half, and in so doing, can produce more positive attitudes than traditional, uninterrupted ads. However, findings also suggest that the effects of split ads may be confined to particular conditions favoring limited processing and may be somewhat fleeting.
| Published in | Psychology and Behavioral Sciences (Volume 10, Issue 6) |
| DOI | 10.11648/j.pbs.20211006.19 |
| Page(s) | 247-255 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Advertising, Split Ads, Hybrid Ads, Self-perception Theory, Attitude Strength
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APA Style
Harper Andrew Roehm Jr. (2021). Conditions and Causes of Split Ad Effectiveness. Psychology and Behavioral Sciences, 10(6), 247-255. https://doi.org/10.11648/j.pbs.20211006.19
ACS Style
Harper Andrew Roehm Jr. Conditions and Causes of Split Ad Effectiveness. Psychol. Behav. Sci. 2021, 10(6), 247-255. doi: 10.11648/j.pbs.20211006.19
AMA Style
Harper Andrew Roehm Jr. Conditions and Causes of Split Ad Effectiveness. Psychol Behav Sci. 2021;10(6):247-255. doi: 10.11648/j.pbs.20211006.19
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Download@article{10.11648/j.pbs.20211006.19,
author = {Harper Andrew Roehm Jr.},
title = {Conditions and Causes of Split Ad Effectiveness},
journal = {Psychology and Behavioral Sciences},
volume = {10},
number = {6},
pages = {247-255},
doi = {10.11648/j.pbs.20211006.19},
url = {https://doi.org/10.11648/j.pbs.20211006.19},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.pbs.20211006.19},
abstract = {Split advertising technique involves two distinct and separate components that must be jointly experienced to receive the entirety of a message. An example is a Nike ad that began on TV and then was completed at a web site. This mode of presentation is termed the “split advertising technique” or simply, the “split ad technique” as well as Hybrid style of advertising. The objective of this investigation is to explore the effectiveness of the split ad technique. Experiment 1 provides evidence that split ads can increase attitudes of light users. This increase seems due to the importance attached to the information contained in the second part of the split ad. In experimentation two, in addition to replicating results from Experiment 1, a more complex pattern of responses is discovered when timing of measurement is considered. For measurements taken immediately after exposure to the advertising materials, enhanced attitudes and attribute importance were again manifest for light users exposed to a split ad, and undermined attitudes were observed for heavy users. However, for measures taken after a week’s delay, the positive influence on light users did not persist. The negative impact on heavy users, however, was enduring. Results of two experiments indicate that a split ad can focus attention on information contained in its latter half, and in so doing, can produce more positive attitudes than traditional, uninterrupted ads. However, findings also suggest that the effects of split ads may be confined to particular conditions favoring limited processing and may be somewhat fleeting.},
year = {2021}
}
TY - JOUR T1 - Conditions and Causes of Split Ad Effectiveness AU - Harper Andrew Roehm Jr. Y1 - 2021/12/24 PY - 2021 N1 - https://doi.org/10.11648/j.pbs.20211006.19 DO - 10.11648/j.pbs.20211006.19 T2 - Psychology and Behavioral Sciences JF - Psychology and Behavioral Sciences JO - Psychology and Behavioral Sciences SP - 247 EP - 255 PB - Science Publishing Group SN - 2328-7845 UR - https://doi.org/10.11648/j.pbs.20211006.19 AB - Split advertising technique involves two distinct and separate components that must be jointly experienced to receive the entirety of a message. An example is a Nike ad that began on TV and then was completed at a web site. This mode of presentation is termed the “split advertising technique” or simply, the “split ad technique” as well as Hybrid style of advertising. The objective of this investigation is to explore the effectiveness of the split ad technique. Experiment 1 provides evidence that split ads can increase attitudes of light users. This increase seems due to the importance attached to the information contained in the second part of the split ad. In experimentation two, in addition to replicating results from Experiment 1, a more complex pattern of responses is discovered when timing of measurement is considered. For measurements taken immediately after exposure to the advertising materials, enhanced attitudes and attribute importance were again manifest for light users exposed to a split ad, and undermined attitudes were observed for heavy users. However, for measures taken after a week’s delay, the positive influence on light users did not persist. The negative impact on heavy users, however, was enduring. Results of two experiments indicate that a split ad can focus attention on information contained in its latter half, and in so doing, can produce more positive attitudes than traditional, uninterrupted ads. However, findings also suggest that the effects of split ads may be confined to particular conditions favoring limited processing and may be somewhat fleeting. VL - 10 IS - 6 ER -
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