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| Author: | Leonidou, L.C. |
| Title: | An integrated framework of newspaper advertising: a longitudinal analysis |
| Journal: | Journal of Marketing Management
2006 : SEP, VOL. 22:7-8, p. 759-797 |
| Index terms: | advertising Cyprus newspaper advertising |
| Language: | eng |
| Abstract: | This paper proposes an integrated framework for analysing newspaper advertising, based on extant theoretical and practical knowledge on the subject. The framework is subsequently used to investigate changes in 100 elements of newspaper advertisements over time. It is shown that: (a) certain advertising elements are systematically used more frequently than others, irrespective of time; (b) there are significant variations in the use of most of the advertising elements examined among different time periods; and (c) while the use of some of these elements increases systematically over time, others show a steady decrease. |
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