Fast food television advertisement formats: Evaluating communication strategies

Fang Yi Lin, Shane C. Blum, Tim Dodd

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


The purpose of the study was to examine favorite formats in hamburger television advertisements in order to assist companies in effectively communicating with their target audiences and to motivate those audiences to purchase products. The main findings of the study are that college students appear to prefer the special-effects format for presenting hamburgers in television advertisements. In addition, the testimonial format in television advertisements seems to motivate college students' purchase intentions for hamburgers more than other formats. Implications of the study regarding segmentation information usage, establishment of business image and individual purchase motivation, and the relationship between brand and format effects are discussed.

Original languageEnglish
Pages (from-to)27-44
Number of pages18
JournalJournal of Foodservice Business Research
Issue number4
StatePublished - Dec 1 2002


  • Advertising
  • Branding
  • Communications
  • Marketing
  • Restaurants


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