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Title: Metaphors and Body Copy in Online Advertising Effectiveness
Authors: Hatzithomas, Leonidas
Manolopoulou, Aikaterini
Margariti, Kostoula
Boutsouki, Christina
Koumpis, Dimitrios
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: Advertising
Issue Date: 2021
Publisher: Taylor & Francis
Source: Journal of Promotion Management
Volume: 27
Issue: 5
First Page: 642
Last Page: 672
Abstract: The present study elaborates on the effect of visual and verbal metaphors in online advertising effectiveness. It suggests that the advertising copy execution (hard-sell vs. soft-sell) moderates the relationship between the metaphors used and consumers’ ad and brand evaluations. One laboratory and two real-world experiments using Google Ads provide the empirical underpinnings of the study. The findings suggest that a metaphor, in the presence of a soft-sell rather than a hard-sell copy, leads to positive attitudes and increases click-through rate (CTR), while a literal advertisement improves attitudes and CTR when it incorporates a hard-sell rather than a soft-sell copy. Pertinent managerial implications with respect to the design of effective online advertisements are underlined.
ISSN: 1049-6491
Other Identifiers: 10.1080/10496491.2021.1880520
Appears in Collections:Department of Business Administration

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