How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing

What is it about?

In marketing practice, there is often uncertainty about how to exploit advertising most effectively. We show that sensory, functional and symbolic advertising messages are very important in the context of food products and that ads are most effective when ad elements (text and picture) are complementary. Notably, the combination of a product picture and symbolic text scores highest in effectiveness.

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