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Abstract

Beliefs toward comic strip advertising and recognition of a comic strip were investigated to examine the effectiveness of this medium for small retail firms in general and retail clothing stores in particular. In addition, the relationship between beliefs toward comic strip advertising and an individual's characteristics was examined. A questionnaire was mailed to randomly selected households in Grand Forks, North Dakota. Data from 147 questionnaires were analyzed by analysis of variance and chi-square. The results suggest that recognition of comic strip advertising is influenced by a set of belief items toward that medium and that it is a creative form of advertising clothing. However, no evidence was found to support that it will induce short-term purchase.

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Recognition Effectiveness of Comic Strip Advertising for Small Retail Firms

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