search query: @indexterm NEWSPAPER ADVERTISING / total: 87
reference: 43 / 87
| Author: | Rossiter, J. R. |
| Title: | The increase in magazine ad readership. |
| Journal: | Journal of Advertising Research
1988 : OCT-NOV, VOL. 28:5, p. 35-39 |
| Index terms: | NEWSPAPER ADVERTISING ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | In recent years, Starch readership scores have received great attention. It is of great practical interest to see whether Starch's publication has contributed to an actual improvement in the readership performance of magazine ads.The study focuses on the Starch scores themselves, making the implicit assumption that higher readership of magazine ads means better advertising performance. The Starch scores for 1977 and 1987 were compared. |
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