search query: @author Callow, M. / total: 3
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| Author: | Lerman, D. Callow, M. |
| Title: | Content analysis in cross-cultural advertising research: insightful or superficial? |
| Journal: | International Journal of Advertising
2004 : VOL. 23:4, p. 507-521 |
| Index terms: | Cross-cultural studies Advertising research Advertising effectiveness |
| Freeterms: | Content analysis |
| Language: | eng |
| Abstract: | Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads. Recently, however, content analysis has been criticised for being a purely descriptive method that provides the researcher with little if any insight regarding advertising effectiveness. |
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