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| Tekijä: | Naccarato, J. Neuendorf, K. |
| Otsikko: | Content analysis as a predictive methodology: recall, readership, and evaluations of business-to-business print advertising |
| Lehti: | Journal of Advertising Research
1998 : JUN, VOL. 38:3, p. 19-34 |
| Asiasana: | ADVERTISING METHODOLOGY EVALUATION |
| Kieli: | eng |
| Tiivistelmä: | This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of both form variables and content variables on recall, readership, and evaluations in the context of business-to-business print advertising. The prediction of four different outcomes variables is successful, with total variance accounted for ranging from 12 percent to 59 percent. |
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