Association of Marketing Theory and Practice Proceedings 2020
 

Title

When and Why Split Ads are Effective

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

1-1-2020

Abstract

Two studies explore the effectiveness of the split ad technique, an emerging approach to advertising in which a given message is presented in two distinct parts. An example is a Nike ad that began on TV and then was completed at a web site. 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.

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