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| Author: | Clark, G. L. Kaminski, P. F. Brown, G. |
| Title: | The readability of advertisements and articles in trade journals |
| Journal: | Industrial Marketing Management
1990 : AUG, 19:3, p. 251-260 |
| Index terms: | ADVERTISING MARKETING INFORMATION PERIODICALS ADVERTISING MEDIA |
| Language: | eng |
| Abstract: | The readability levels of articles and advertisements of 13 randomly selected trade journals were calculated using Fog index, and the journals were ranked on Fog scores of articles and advertisements. Comparison and analysis of results show substantial differences in readability levels and a high level of association between the mean readability level of ads and those of articles. It is suggested to structure ads so that readability level should be slightly below that of articles in the journal. |
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