An empirical investigation into the effectiveness of informational versus transformational advertising in leisure service industries Article

Laskey, HA, Seaton, B, Nicholls, JAF. (1994). An empirical investigation into the effectiveness of informational versus transformational advertising in leisure service industries . Journal of Hospitality Marketing and Management, 2(2), 15-37. 10.1300/J150v02n02_04

cited authors

  • Laskey, HA; Seaton, B; Nicholls, JAF

abstract

  • This paper explores the relative effectiveness of informational and transformational advertising for health clubs and travel agencies. Print advertisements, representing alternative main message strategies, were examined for these leisure service industries. The notion of “main message strategy,” as opposed to individual executional elements of an advertisement, was employed. The advertising main messages were distinguished in terms of their informational versus transformational appeal. Both verbal-only andverbal-pictorial ads were employed. Informational ads were consistently more effective than transformational ads. This finding was particularly noticeable when the informational advertisements were verbal-pictorial, as opposed to verbal-only. © 1994 Taylor & Francis Group, LLC.

authors

publication date

  • August 15, 1994

published in

Digital Object Identifier (DOI)

start page

  • 15

end page

  • 37

volume

  • 2

issue

  • 2