Does your ad have too many pictures?

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This paper reports findings from a study that evaluates the effectiveness of longer print advertisements-the advertisements with a low copy-picture ratio (i.e., primarily pictorial advertisements or PPAs). More specifically, the effectiveness of a long PPA with that of its shorter version is compared under varying conditions of processing effort, exposure, and clutter. Results from an initial study with student subjects as well as a partial replication with a community volunteer group indicate that the long PPA and its shorter version do not differ in either memory or attitudinal effectiveness. In addition, the results strongly suggest that using two exposures of a short PPA is a more effective media strategy than using one exposure of a long PPA. Finally, the theoretical, managerial, and public-policy implications of the findings as well as directions for future research are explored.

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Journal of Advertising Research