search query: @author Soni, P. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Woodside, A. Soni, P. |
| Title: | Performance Analysis of Advertising in Competing Media Vehicles |
| Journal: | Journal of Advertising Research
1990 : FEB/MAR, VOL. 30, p.53-66 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING MEDIA MEDIA SELECTION |
| Language: | eng |
| Abstract: | A field study is reported on the advertising effectiveness of competing media vehicles. The performances of five sets of magazine vehicles were assessed. The five categories included food, travel, women's service, regional-focus, and life-cycle magazines. Advertising by media vehicles to attract advertisers usually relies on audience demographic and lifestyle appeals. |
« previous | next »
SCIMA