The impact of an advertorial versus a classic advertisement on product memory and evaluationAn empirical study of the advertising effectiveness of advertorials versus classic ads in daily newspapers.AbstractAs an integral part of entire communication policy of a company, the role of advertising is to reinforce the brand names and, thus, contribute to securing the value added strength of the company. The impact of communicative measures is too complex to portray using an impact model. In this thesis an overview of the wide variety of advertising impact models is given; probably the most well-known representatives are the Elaboration-Likelihood-Model (ELM) and the Advertising Effects Path Model by Kroeber-Riel.Selected factors influencing the impact of advertising are discussed based on empirical findings. For example, it deals with the effect of timing on information processing, the effect of advertising variations on one?s attitude toward a promotional item, the impact of ad repetition and ad content on one?s perception as well as the impact of product knowledge on product evaluation. In an empirical study two different forms of advertising in print media are tested with regard to their advertising impact: A classic ad (with a large amount of pictures, contains only the most important product information) and an advertorial (informative ad, conveys the performance benefits of the product presented in the form of a report). In order to test the effects of various involvement levels, high and low involvement groups were formed. It shows that, particularly with high-involvement groups, the informative form of advertising, the advertorial, has positive effects on product evaluation and purchase probability. Several recommendations can be derived from these findings.