1 - 10 of 13 articles
Abstract Magazine readership has been important to the advertising field for a long time. Interested parties have included agencies, clients and the magazines. With the introduction of Target Group Index (TGI) the routine use of W. R. Simmons and Associates syndicated services has been...
Abstract This article discusses the limitations of present methods of analyzing the coverage of advertising schedules and presents a technique for obtaining additional information from traditional measures of schedule coverage. This technique models entire patters of audience exposure to...
Abstract This study attempts a comparative analysis of advertisers with in-house agency vs. those using an independent advertising agency. Issues under consideration are: 1. The relationship between the advertisers and the advertising agency. 2. Advertiser's satisfaction with the compensation...
Abstract Results of the study indicate that the advertising content of the newspaper in the present study is viewed as local news by its subscribers and consequently has the highest readership of any type of content in this paper. While it was assumed that the advertising content of this...
Abstract This article examines the relative roles of “selective exposure” to and “selective retention” of political advertising during the 1972 presidential election. Data was gathered in two regionally diverse metropolitan areas, Philadelphia and Atlanta. Philadelphia indicated greater general...
Abstract Pooled positioning is defined and suggested as a logical extension of product positioning and pooled marketing efforts. A number of examples are cited to show the relevancy of this concept to today's promotional manager.
Read and print from thousands of top scholarly journals.
Continue with Facebook
Log in with Microsoft
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Sign Up Log In
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.