TANGIBLE VERSUS INTANGIBLE COPY IN INDUSTRIAL PRINT ADVERTISING

Using a national sample of management information systems (MIS) managers and computer distributors, the effects of tangible versus intangible ad copy were experimentally tested. The intangible ad was perceived as being associated with a number of important ad qualities such as sponsor reliability, experience, and service. The tangible ad was seen as presenting a clear and adequate message. The intangible ad was found to have a slight advantage over the tangible ad regarding encouraging reader inquiries. The intangible ad was perceived somewhat more positively by the resellers, while the tangible ad was viewed somewhat more positively by the MIS managers.