CONTENTS

Abstract …………………………………………………………………….1
Introduction………………………………………………………………....2
Literature Review…………………………………………………………..3
Summary of Relevant Theories and Models………………………………..7
Print and Internet Advertising Effectiveness……………………………….9
Hypotheses Formulation…………………………………………………...11
Research Methodology…………………………………………………….12
Participants………………………………………………………….12
Advertising Stimulus………………………………………………..12
Variables…………………………………………………………....13
Procedure…………………………………………………………...14
Results……………………………………………………………………..14
Interpretation of Recall Results…………………………………….22
Interpretation of Brand Attitude Results……………………………30
Interpretation of Purchase Intention Results………………………..38
Implications of Findings…………………………………………………...39
Limitations and further Research………………………………………….42
Conclusion…………………………………………………………………42
Annexes……………………………………………………………………43
References………………………………………………………………....46