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| Author: | Herpen, E. van (et al.) |
| Title: | The information content of magazine advertising in market and transition economies |
| Journal: | Journal of Consumer Policy
2000 : SEP, VOL. 23:3, p. 257-283 |
| Index terms: | Advertising Publishing industry Transition economies Information Europe Russia |
| Language: | eng |
| Abstract: | The study examines differences in the information content of magazine advertisements across market and transition economies in Europe. Content analyses are performed on 396 advertisements that appeared in women's magazines in the Russian Federation, the Czech Republic, the Netherlands, and the United Kingdom. Results of statistical analyses reveal marked differences between economies with respect to the information content of advertisements. Compared to market economies, advertisements in transition economies contain significantly more product-related information, and focus less on consumers' life style. |
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