The Role of Schema Salience in Ad Processing and Evaluation

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this study we test how schema salience affects ad processing and evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first experiment, the brand schema was made salient in ad processing, whereas in the second experiment the ad schema was made salient. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the brand schema was salient, consumers evaluated matching combinations of ad type and brand purchase motivation more favorably than mismatching combinations. In the second experiment, brand(ad combinations were evaluated in accordance with the existing ad schema. This implies that when the ad schema was salient, evaluations of brand(ad combinations were not affected by matches or mismatches between ads and purchase motivations for the brands.The two studies show that evaluation of brand(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient in ad processing.advertising;advertising grid;brand perception;matching hypothesis;purchase motivation

Agricultural Production Trends in South Dakota, 1925-51

The purpose of this study is: (1) to bring together available agricultural production information on South Dakota and the economic areas, and (2) to calculate total, group and individual mandates of production similar to, and for the same period covered by, those used by the U.S. Department of Agriculture to measure agricultural production for the United States and the geographic regions. Such information will be of value in analyzing the changes that have been taking place and will aid in developing educational programs to help improve agricultural productivity. No attempt here will be made to analyze the results obtained except in the most general terms as they relate ti trends in production. The hypothesis of the present study is that indexes, or relatives, can be constructed which will disclose and describe tho changes in agricultural production and productivity that have taken place within South Dakota in the last twenty-five years; and that the most useful indexes for determining production and productivity trends will be the indexes or gross farm production, from output, crop production per acre, livestock production per breeding unit, and output per man hour, now used by the Department of Agriculture