A Quantitative Approach to Magazine Advertisement Format Selection
Author:
Open Access
- 1 November 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (4) , 376-386
Abstract
Based on the propositions that the attention-getting power of an ad is measured by its readership and that readership is the effect of the ad format, this article uses six advertisement readership models constructed by multiple-regression analysis on 1,070 Life ads and describes a computer program that selects the advertisement format that maximizes a readership objective function.Keywords
This publication has 2 references indexed in Scilit:
- The Prediction of Ad Readership ScoresJournal of Advertising Research, 1962
- A multiple factor analysis of advertising readership.Journal of Applied Psychology, 1952