search query: @indexterm NEWSPAPER ADVERTISING / total: 87
reference: 41 / 87
| Author: | Jacoby, J. Hoyer, W. |
| Title: | The Comprehension/ Miscomprehension of Print Communication: Selected Findings |
| Journal: | Journal of Consumer Research
1989 : MARCH, VOL. 15, p.434-443 |
| Index terms: | PRODUCT PREFERENCE NEWSPAPER ADVERTISING BRAND CHOICE |
| Language: | eng |
| Abstract: | A large-scale, nationally representative study of the comprehension and miscomprehension of print communication was conducted involving 54 advertisements and 54 editorials. On average, 21.4 percent of the material was miscomprehended with an additional 15.5 percent of "don't know" responses. Editorial content was associated with slightly higher rates of miscomprehension than was advertising content.This study has implications for the testing of advertising effectiveness. |
SCIMA