1 - 10 of 19 articles
Abstract Singh and Cole (12) recently reviewed attempts by advertising researchers to develop an accurate measure of correct recognition for use in examining an ad's likely effectiveness, and they provided an alternative measure that entails an adjustment for likely guessing. In this paper,...
Abstract The concept of “declining reach” is examined in the context of magazine exposure-distribution models. Declining reach occurs in media models when additional insertions to a schedule lead to lower reach than the initial schedule reach. Such an outcome is a logical impossibility and...
Abstract Advertising theory and practice require that media plans be developed and evaluated in terms of advertising exposures, or other desired communication effects, rather than media vehicle exposures. This often means that, when evaluating media schedules in terms of effective reach, for...
Abstract This paper tests and evaluates the best available methods for estimating the duplicated audience of pairs of television programs, pairs of magazines and television-magazine pairs. Previous research in audience duplication estimation is surveyed, and the best existing methods for some...
Abstract The content of Japanese versus U.S. magazine advertisements is assessed to determine relative levels of information content based on the type of magazine, the kind of information, the product represented in the advertisement and the size of the advertisement. It was found that Japanese...
Abstract This study presents a content analysis of sexual portrayals in magazine advertisements during 1964 and 1984. The results show that the percentage of ads with sexual content did not increase over the twenty-year period, but that the types of sexual portrayals did; sexual illustrations...
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