The study aims to suggest an effective print advertising strategy in terms of message strategy and execution framework for young women in India. Young women (n = 400) watched twenty advertisements in which message strategy and execution framework were manipulated in a 2×10 completely crossed factorial design and were asked to rate their attention, comprehension, retention, attitudes and purchase motivation with regard to these advertisements. Results suggest that affective message strategy along with dramatization as execution framework is most effective for young women.
Advertising strategy, message strategy, execution framework, information processing
