A Situational View of Information Content in TV Advertising in the U.S. and U.K.

Abstract

A study of the information content of U.S. and U.K. advertising was developed in the context of the Foote, Cone and Belding (FCB) planning matrix. A 1985 sample shows that U.S. television ads in that year have more information content than those in 1977 and more than a sample of 1985 U.K. television ads. Despite an increase in informativeness, more than 34% of the U.S. ads still had no information content. The study illustrates that the amount of information content in ads is related closely to the decision-making situation defined by dimensions of the FCB matrix. Specifically, significant main effects are found but no interactions for degree of involvement (high vs. low) or type of involvement (rational vs. emotional). Overall, ads for high involvement and rational products have the most information, with generally higher levels in the U.S. than in the U.K.

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