The Effects of Advertisement Structure, Message Sidedness, and Performance Test Results on Print Advertisement Informativeness

Abstract Full disclosure in advertising has become a concept of major concern to public policy decision makers and advertising practitioners. Comparative advertising, two-sided messages, and the use of performance tests results are three techniques used to help consumers become better informed and more knowledgeable about products. Yet, little empirical testing has been done to determine whether use of these techniques actually increases the informativeness of advertisements. This article reports the results of a factorial-designed experiment regarding the effects of comparative messages, message sidedness, and the use of performance test results in print advertisement on two dimensions of informativeness-the reader's perception of advertisement informativeness and the reader's awareness of product features.