本文主要讲广告颜色与零售销售，Sparkman & Austin(1980)的工作主要关注这一研究空白。研究人员发现，没有太多的实证证据能够将零售销售的影响与颜色的使用联系起来。大多数研究人员关注的是广告的概念，而不是实际的颜色。因此，他们在研究中确定了颜色的概念。他们想研究在报纸广告中如何使用颜色，如果这种有意或无意的计划导致更好的零售销售。本篇ps代写文章由美国论文人EducationRen教育网整理，供大家参考阅读。
The work of Sparkman & Austin (1980) was focused on this research gap. The researchers found there was too little empirical evidence to connect the effects of retail sales and the use of color. Most researchers focused on the concepts of the advertisements during the time than that of the actual color. So the concept of color was hence identified for in their research. They wanted to study how color was used in newspaper advertising, if this intentional or unintentional scheming resulted in better retail sales.
The study was conducted as a set of two experiments. The newspaper advertisements were taken from the Long Beach Independent Press-Telegram. A particular trend was identified although the research does not specifically identify for many colors. Median sales volume gains were observed for a specific type of advertisements. Where there was a single color and a single exposure newspaper advertisement, then it was observed that the consumers might take up to buying the product advertises. A statistical analysis of actual sales was conducted in order to identify if this was correct. Here the use of the single color was identified with elements such as genuine and more by the people who were creating the advertisement (Sparkman & Austin, 1980).
In a similar note, the research work of Clarke & Honeycutt (2000) also focuses on how it would be possible to increase successful sales of a product just by reframing the colors that are made use of in the advertisements. The study specifically analyzed colors used in advertisements and the colors of packages that were used. It was identified that use of some colors led to an increase in sales. The study focused on countries such as France, the United States and Venezuela. This particular focus on countries was based on the assumption that color and culture would play a role in the success of the advertisement. By the study, it was established that countries like Venezuela would make use of colors such as red, orange and green more than other colors. These colors in advertising were more preferred by the consumers.
In comparison, in the case of countries such as France and the United States, it was established that more formal or milder colors would be made use of such as that of black and brown colors. The United States in particular makes use of more black and white advertisements, as in the case of neutral colors more than that of France and Venezuela. The prior theories on color influences seem to indicate that cultural meanings would change how advertisements were constructed. Business color selections would be done based on culture. However, even in a culturally mixed land such as the United States, neutral colors are more preferred by the advertisers. The research of Clarke & Honeycutt (2000) for the first time showed how some color selections would be useful for managers and how marketing managers would be able to code colors for advertising based on the ideas generated by the study.
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