Short answer

Prioritize ease of comprehension in open advertisements, especially when introducing unfamiliar brands, to foster positive brand perceptions.

Field: Innovation & Markets
Source: Journal of Euromarketing (2013)
Method: Experimental design
Evidence: Moderate effect

Open advertisements, which require more interpretation, can lead to more positive brand perceptions than closed advertisements, provided the brand is unfamiliar and the advertisement is easily understood. This innovation & markets research insight is drawn from a 2013 study published in Journal of Euromarketing. Using Experimental design, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize ease of comprehension in open advertisements, especially when introducing unfamiliar brands, to foster positive brand perceptions.

Study

Innovation & MarketsHigh ImpactModerate effect

Open Advertisements with Unfamiliar Brands Enhance Brand Perception When Comprehension is High

Journal of Euromarketing · 2013

Key Findings

01Attitude towards closed ads with familiar brands is more positive than towards open advertisements with unfamiliar brands.
02The negative effect of ad openness and the positive effect of brand familiarity can be explained by ease of comprehension.
03When ease of comprehension is controlled for, open ads outperform closed ads.

Application

Design takeaway

Prioritize ease of comprehension in open advertisements, especially when introducing unfamiliar brands, to foster positive brand perceptions.

How to apply

When designing advertising campaigns for new brands or diverse markets, test the comprehension level of 'open' ad concepts to ensure they resonate positively.

Project actions

01When designing an advertisement, consider whether a more direct or an interpretive approach would better suit the brand and target audience.
02Always test your designs for clarity and comprehension with your target users.

Method & Evidence

AimTo determine if open advertisements for brands differing in familiarity can be successfully used as a cross-cultural advertising tool, and to understand the interplay between ad openness, brand familiarity, and ease of comprehension on audience perception.

MethodExperimental design

ProcedureA randomized 4-group design was employed, presenting ten advertisements, each in four different versions, to participants across five European nationalities and the United States. Attitude towards the ad was measured as the dependent variable.

ContextCross-cultural advertising and brand perception

Variables

IV["Type of advertisement (open vs. closed)","Brand familiarity (familiar vs. unfamiliar)"]

DVAttitude towards the ad

CV["Ease of comprehension","Nationality of participants"]

Strengths & Limitations

Strengths

+Cross-cultural generalizability tested across multiple nationalities.
+Controlled experimental design allows for clear attribution of effects.

Limitations

The effectiveness of open ads may vary significantly depending on the specific product category and the cultural nuances of the target audience.

Reliability & validity

The study's robust findings across different nationalities suggest good external validity. The use of a controlled experimental design with a clear dependent variable enhances internal validity. Reliability would depend on the consistency of measurement of 'attitude towards the ad'.

Think critically

To what extent does the 'ease of comprehension' act as a mediator or moderator in the relationship between ad type, brand familiarity, and audience perception?

Design Principles

"The effectiveness of open advertising is contingent upon the audience's ability to easily decipher its meaning, particularly when dealing with novel brands."

This insight challenges conventional wisdom by suggesting that ambiguity in advertising, when managed correctly, can foster deeper engagement and more favorable attitudes towards brands. Designers and marketers can leverage this by creating ads that invite interpretation, especially when introducing new brands to a market.

What This Means for Your Design

Ads that make you think a bit (open ads) can be better than super clear ads (closed ads) if the brand is new, but only if people can actually understand what the ad is trying to say.

How to use in your project

1.This research can inform the design of advertising materials for a new product or service, by providing evidence for choosing between direct and interpretive communication strategies.

Add to My Project

Quick Cite

Paragraph starter

This research suggests that 'open' advertisements, which require more interpretation, can lead to more positive brand perceptions than 'closed' advertisements, particularly when the brand is unfamiliar, provided that the advertisement is easily comprehensible. This highlights the importance of balancing interpretative depth with clarity in design to effectively engage audiences and build brand affinity.

Source

Journal of Euromarketing

The Before and After: Audience Perceptions of Brand Dimensions of Cultural Products

journal · 2013

View source

Questions About This Research

What does the research say about open advertisements with unfamiliar brands enhance brand perception when comprehension is high?: Prioritize ease of comprehension in open advertisements, especially when introducing unfamiliar brands, to foster positive brand perceptions. Evidence: Journal of Euromarketing (2013).
Why does "Open Advertisements with Unfamiliar Brands Enhance Brand Perception When Comprehension is High" matter for design?: This insight challenges conventional wisdom by suggesting that ambiguity in advertising, when managed correctly, can foster deeper engagement and more favorable attitudes towards brands. Designers and marketers can leverage this by creating ads that invite interpretation, especially when introducing new brands to a market.
How can designers apply this research?: Prioritize ease of comprehension in open advertisements, especially when introducing unfamiliar brands, to foster positive brand perceptions.
What were the main findings?: Attitude towards closed ads with familiar brands is more positive than towards open advertisements with unfamiliar brands.. The negative effect of ad openness and the positive effect of brand familiarity can be explained by ease of comprehension.. When ease of comprehension is controlled for, open ads outperform closed ads.
What research method was used?: Experimental design.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2013 journal from Journal of Euromarketing.
What should I do differently in my next project?: When designing advertising campaigns for new brands or diverse markets, test the comprehension level of 'open' ad concepts to ensure they resonate positively.
What are the limitations?: The study's findings might be specific to the cultural contexts tested and the types of advertisements used; further research is needed to explore a wider range of cultural products and advertising styles.