Journal ArticleDOI
An Information Content Comparison of Magazine Ads across a Response Continuum from Direct Response to Institutional Advertising
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TLDR
In this article, the relative information value of direct response, product/store image, and institutional ads contained in eighteen magazines was compared using Resnik and Stern's fourteen-item information scale.Abstract:
Resnik and Stern's (1977) fourteen-item information scale was used to compare the relative information value of direct response, product/store image, and institutional ads contained in eighteen magazines. Content analysis of 8,470 ads revealed that direct response ads tend to differ significantly from both product/store image and institutional ads in terms of the number of information cues they contained as well as the kinds of information conveyed. Specifically, as one moves from lower levels of information content to higher levels, the proportion of direct response ads shifts from significantly smaller to significantly larger proportions when compared to both product/store image and institutional ads. Further, direct response ads were found to be more likely to exhibit nine of the fourteen kinds of information cues examined.read more
Citations
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Interactivity reexamined: A baseline analysis of early business web sites
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Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising
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Message strategy by product-class type: A matching model
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Journal ArticleDOI
Television Advertising and Online Shopping
TL;DR: The findings indicate that television advertising does influence online shopping and that advertising content plays a key role, and imply that brands seeking to attract multitaskers' attention and dollars must select their advertising copy carefully.
Journal ArticleDOI
Information Value Structure for Vacation Travel
TL;DR: In this article, the authors explored the vacation information value structure relating to resort guests and identified five information value dimensions (utilitarian, risk avoidance, hedonic, sensation seeking, and social) through an extensive review of the literature.
References
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Journal ArticleDOI
Multivariate Data Analysis
TL;DR: In this paper, a six-step framework for organizing and discussing multivariate data analysis techniques with flowcharts for each is presented, focusing on the use of each technique, rather than its mathematical derivation.
Journal ArticleDOI
A Coefficient of agreement for nominal Scales
TL;DR: In this article, the authors present a procedure for having two or more judges independently categorize a sample of units and determine the degree, significance, and significance of the units. But they do not discuss the extent to which these judgments are reproducible, i.e., reliable.
Journal ArticleDOI
Content Analysis in Consumer Research
TL;DR: The use of documentary evidence such as historical records, novels, existing advertisements, and photographs has been little used in consumer research as mentioned in this paper, which has been shown to be useful in consumer behavior analysis.
Posted Content
Industry and Trade
TL;DR: The notion that the trade of an individual is not a fairly good measure of his prosperity, unless he be a merchant or shopkeeper as discussed by the authors, has been widely accepted as an indicator of his business efficiency and prosperity.
Journal ArticleDOI
An Analysis of Information Content in Television Advertising
Alan J. Resnik,Bruce L. Stern +1 more
TL;DR: The U.S. Poison Center as mentioned in this paper found that Chocks, Pizza Hut, Trident Sugarless Gum, and Trident Scented Gum have in common with the U.K. poison center.