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Advances in Advertising Research X pp 93–106Cite as

Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect

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Abstract

During the European Football Championship 2016 in France, Carlsberg promoted its beer only by using the word “probably” with the means of perimeter advertising that looked like the logo of the brand. Neither the brand name nor the product was depicted. The Mars Company sometimes promotes its sweets with ads that only contain a portion of the brand name letters.

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Author information

Authors and Affiliations

  1. Universität Augsburg, Augsburg, Germany

    Antonia Kraus & Heribert Gierl

Authors
  1. Antonia Kraus
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  2. Heribert Gierl
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Corresponding author

Correspondence to Antonia Kraus .

Editor information

Editors and Affiliations

  1. University of Valencia, Valencia, Valencia, Spain

    Enrique Bigne

  2. Center for Retailing, Stockholm School of Economics, Stockholm, Sweden

    Sara Rosengren

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Kraus, A., Gierl, H. (2019). Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect. In: Bigne, E., Rosengren, S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_8

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